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Effects of cognitive resource availability on consumer decisions involving counterfeit products: The role of perceived justification

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  • Jungkeun Kim
  • Jae-Eun Kim
  • Jongwon Park

Abstract

In four experiments, participants made a purchase decision about a counterfeit product under either constrained or unconstrained cognitive resource conditions. Participants were less likely to purchase the counterfeit when their cognitive resources were constrained than when they were not. However, this difference was evident only when individuals had strong (vs. weak) moral beliefs, or when they had low (vs. high) accountability for their decisions. These and other results suggest that the effect of cognitive resource availability on counterfeit purchase was mediated by participants’ perceptions of justification about the purchase. Copyright Springer Science+Business Media, LLC 2012

Suggested Citation

  • Jungkeun Kim & Jae-Eun Kim & Jongwon Park, 2012. "Effects of cognitive resource availability on consumer decisions involving counterfeit products: The role of perceived justification," Marketing Letters, Springer, vol. 23(3), pages 869-881, September.
    • Handle: RePEc:kap:mktlet:v:23:y:2012:i:3:p:869-881
    DOI: 10.1007/s11002-012-9194-1
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    References listed on IDEAS

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    Cited by:

    1. Jungkeun Kim & Jae-Eun Kim & Jongwon Park, 2018. "Effects of physical cleansing on subsequent unhealthy eating," Marketing Letters, Springer, vol. 29(2), pages 165-176, June.
    2. Martin Eisend, 2019. "Morality Effects and Consumer Responses to Counterfeit and Pirated Products: A Meta-analysis," Journal of Business Ethics, Springer, vol. 154(2), pages 301-323, January.
    3. Marilyn Giroux & Jungkeun Kim & Jacob C. Lee & Jongwon Park, 2022. "Artificial Intelligence and Declined Guilt: Retailing Morality Comparison Between Human and AI," Journal of Business Ethics, Springer, vol. 178(4), pages 1027-1041, July.
    4. Kim, Jungkeun & Kim, Jae-Eun & Marshall, Roger, 2020. "Choose Quickly! The Influence of Cognitive Resource Availability on the Preference between the Intuitive and Externally Recommended Options," Australasian marketing journal, Elsevier, vol. 28(4), pages 263-272.
    5. Rosenbaum, Mark S. & Cheng, Mingming & Wong, Ipkin Anthony, 2016. "Retail knockoffs: Consumer acceptance and rejection of inauthentic retailers," Journal of Business Research, Elsevier, vol. 69(7), pages 2448-2455.
    6. Krallman, Alexandra & Barnes, Donald C. & Lastner, Matthew M. & Collier, Joel E., 2023. "You can’t touch this: Driving purchase justification for hedonic online purchases," Journal of Business Research, Elsevier, vol. 155(PB).
    7. Yang, Zhao & Algesheimer, René & Dholakia, Utpal, 2017. "When Ethical Transgressions of Customers Have Beneficial Long-Term Effects in Retailing: An Empirical Investigation," Journal of Retailing, Elsevier, vol. 93(4), pages 420-439.
    8. Kim, Jungkeun & Hwang, Euejung & Phillips, Megan & Jang, Sungha & Kim, Jae-Eun & Spence, Mark T. & Park, Jongwon, 2018. "Mediation analysis revisited: Practical suggestions for addressing common deficiencies," Australasian marketing journal, Elsevier, vol. 26(1), pages 59-64.
    9. Orth, Ulrich R. & Hoffmann, Stefan & Nickel, Kristina, 2019. "Moral decoupling feels good and makes buying counterfeits easy," Journal of Business Research, Elsevier, vol. 98(C), pages 117-125.

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