Search Conferences

Type in any word, words or author name. This searchs through the abstract title, keywords and abstract text and authors. You may search all conferences or just select one conference.

 All Conferences
 EMAC 2019 Annual Conference
 EMAC 2020 Annual Conference
 EMAC 2020 Regional Conference
 EMAC 2021 Annual Conference
 EMAC 2021 Regional Conference
 EMAC 2022 Annual
 EMAC 2022 Regional Conference
 EMAC 2023 Annual
 EMAC 2023 Regional Conference

EMAC 2020 Annual Conference

Determinants of ambivalence to the purchase of counterfeit luxury goods

Published: May 27, 2020


Marie-Cécile CERVELLON, EDHEC BUSINESS SCHOOL; Lindsey DRYLIE CAREY, Glasgow Caledonian University


Ambivalence; Counterfeit; Perceived Risks


This research examines the effect of ambivalence on the attitude toward counterfeit luxury products. It proposes and tests a model with key antecedents to attitudinal conflict and overall predisposition to the purchase of counterfeit goods (perceived social risks; perceived psychological risks and perceived quality). Findings reveal that subjective ambivalence is grounded in the perception of social and psychological risks attached to the purchase of counterfeit goods. It is reinforced by experience and purchase of counterfeit products. Results are discussed in relation to framing of persuasive messages.