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How Counterfeits Infect Genuine Products: The Role of Moral Disgust

Publication ,  Journal Article
Amar, M; Ariely, D; Carmon, Z; Yang, H
Published in: Journal of Consumer Psychology
April 1, 2018

We argue that moral disgust toward counterfeiting can degrade both the efficacy of products perceived to be counterfeits and that of genuine products resembling them. Five studies support our propositions and highlight the infectious nature of counterfeiting: Perceiving a product as a counterfeit made disgust more mentally accessible, and led participants to disinfect the item more and reduce how long they remained in physical contact with it (Study 1). Participants who perceived a mouse as a counterfeit, performed less well in a computer game using the mouse and expressed greater moral disgust, which mediated lowered performance (Study 2). Exposure to a supposedly counterfeit fountain pen in an unrelated prior task infected participants’ performance using a genuine ballpoint pen resembling the “counterfeit;” individual differences in moral attitudes moderated the effect (Study 3). Exposure to a supposedly counterfeit mouse infected performance with a genuine mouse of the same brand; moral disgust mediated this effect (Study 4). Finally, moral disgust mediated lowered efficacy of a supposed counterfeit and that of a genuine item resembling the “counterfeit” (Study 5).

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Published In

Journal of Consumer Psychology

DOI

ISSN

1057-7408

Publication Date

April 1, 2018

Volume

28

Issue

2

Start / End Page

329 / 343

Related Subject Headings

  • Marketing
  • 5205 Social and personality psychology
  • 5201 Applied and developmental psychology
  • 3506 Marketing
  • 1701 Psychology
  • 1505 Marketing
 

Citation

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Amar, M., Ariely, D., Carmon, Z., & Yang, H. (2018). How Counterfeits Infect Genuine Products: The Role of Moral Disgust. Journal of Consumer Psychology, 28(2), 329–343. https://doi.org/10.1002/jcpy.1036
Amar, M., D. Ariely, Z. Carmon, and H. Yang. “How Counterfeits Infect Genuine Products: The Role of Moral Disgust.” Journal of Consumer Psychology 28, no. 2 (April 1, 2018): 329–43. https://doi.org/10.1002/jcpy.1036.
Amar M, Ariely D, Carmon Z, Yang H. How Counterfeits Infect Genuine Products: The Role of Moral Disgust. Journal of Consumer Psychology. 2018 Apr 1;28(2):329–43.
Amar, M., et al. “How Counterfeits Infect Genuine Products: The Role of Moral Disgust.” Journal of Consumer Psychology, vol. 28, no. 2, Apr. 2018, pp. 329–43. Scopus, doi:10.1002/jcpy.1036.
Amar M, Ariely D, Carmon Z, Yang H. How Counterfeits Infect Genuine Products: The Role of Moral Disgust. Journal of Consumer Psychology. 2018 Apr 1;28(2):329–343.
Journal cover image

Published In

Journal of Consumer Psychology

DOI

ISSN

1057-7408

Publication Date

April 1, 2018

Volume

28

Issue

2

Start / End Page

329 / 343

Related Subject Headings

  • Marketing
  • 5205 Social and personality psychology
  • 5201 Applied and developmental psychology
  • 3506 Marketing
  • 1701 Psychology
  • 1505 Marketing