Moral decoupling feels good and makes buying counterfeits easy
Abstract
This study integrates Bhattacharjee, Berman, and Reed's (2013) moral decoupling model with research on processing-evoked affect to test a novel explanation why consumers buy non-deceptive counterfeits. Employing mixed methods and consumer samples, two studies show that decoupling – by evoking positive emotion – increases the intention to purchase counterfeits. Study 1, a quasi-experiment (N = 356 consumers), uses counterfeit running shoes, sun...
Paper Details
Title
Moral decoupling feels good and makes buying counterfeits easy
Published Date
May 1, 2019
Journal
Volume
98
Pages
117 - 125
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