Anticipating regret and consumers' preferences for counterfeit luxury products

When consumers consider their feelings about a future purchase, these feelings can influence their preferences for the product under consideration and alter their final purchase decision. This research identifies the effect of anticipating regret on consumer preferences for a product that is a conspicuous counterfeit. Study 1 shows that consumers are more likely to choose non-conspicuous luxury counterfeits after anticipating the potential regret of purchasing a counterfeit product. Study 2 demonstrates the mediating effect of perceived risk on the anticipation of regret effect. Studies 3 and 4 determine two boundary conditions of the anticipation of regret effect, specifically, only consumers who have an independent self-view and are less conscious of their social face experience the anticipation of regret effect.