When are consumers more likely to purchase counterfeit products? An exploration from the perspective of information framing in communication

The problem of counterfeiting is an ongoing challenge in China and in the global market. Apart from possible economic reasons, why do people buy counterfeit goods? This question is worth exploring. Unlike studies that address the purchase behavior of counterfeit products from the perspective of intrinsic drives, this study examines the effects of similarity, popularity, and brand prominence on the purchase intention of counterfeit products from the perspective of extrinsic drives of message framing in communication in the Chinese context. By means of vignette study, this research collected 586 valid samples from four studies. The findings indicate that 1) framed similarity (framed dissimilarity) has a (negative) positive effect on counterfeit purchase intention; 2) the effects of framed similarity and framed dissimilarity on counterfeit purchase intention are generated through a serial mediation via quality perceptions and attitude; 3) the positive effect of similarity framing on purchase intention is further enhanced by the perception of the counterfeit option being a popular choice; and 4) the brand prominence of the original product further enhances the moderating positive effect of the popularity of a counterfeit product on consumer behavior. The results of the study are valuable both theoretically and practically for resisting counterfeits and developing genuine brands.