Purchasing Counterfeit and Legitimate Products in China: Social and Psychological Correlates and Predictors |
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| Authors: | Robert J. Taormina Kelvin Y. Chong |
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| Affiliation: | 1. Psychology Department, Faculty of Social Sciences and Humanities , University of Macau , Macau (SAR), China taormina@umac.mo;3. Psychology Department, Faculty of Social Sciences and Humanities , University of Macau , Macau (SAR), China |
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| Abstract: | Actual purchases of counterfeit and legitimate (brand-name) products in China were studied, with dissimilar variables found to predict the different types of purchases. Buying counterfeits correlated positively with self-monitoring, need for dominance, face-work, risk-taking, and worry about inflation but negatively with perfectionism. Regression analysis revealed that need for dominance, risk-taking, and worry about inflation predicted purchasing counterfeits. Buying legitimates correlated positively with self-monitoring, need for dominance, self-esteem, and perfectionism, but negatively with worry about inflation. Regression analyses found that self-monitoring and perfectionism predicted purchasing legitimates. A separate regression found that purchasing counterfeits was a negative predictor of receiving esteem from others. |
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| Keywords: | counterfeit products legitimate products perfectionism risk taking self-monitoring |
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