Counterfeit patronage: human values, counterfeit experience and construal level

Abstract Counterfeit-related studies have revealed motivational drives for counterfeit consumption. Little is known concerning the implications of consumers’ enduring and normative beliefs about proper standards conduct as determinants patronage. Drawing on Schwartz theory human values, experience literature construal level theory, this research investigates patronage by addressing three crucially important questions: (1) what personal values determine patronage; (2) how do these relationships vary a function (3) power in eliminating consumption? Two provide robust evidence that self-transcendence mitigate when low. We also demonstrate consumers who endorse more exhibit higher levels construal, which results reduced