NCJ Number
245347
Journal
International Journal of Comparative and Applied Criminal Justice Volume: 37 Issue: 4 Dated: 2013 Pages: 317-340
Date Published
2013
Length
24 pages
Annotation
This article develops a framework for understanding how consumers develop and utilize heuristics for product authentication in the context of intellectual property infringements and outlines a research agenda.
Abstract
Scholars suggest that consumers rely on heuristics to evaluate products. They employ both extrinsic and intrinsic cues to evaluate product quality and utilize the same cues to differentiate between counterfeit and genuine products. This has far-reaching public health, economic, product authentication, and even criminal justice policy implications due to the emerging ideas of criminalizing the purchase of counterfeit goods. In order to predict the viability and the possible effects of such a policy, a thorough understanding of consumer attitudes toward counterfeits, purchase motivation, and behavior, as well as of their ability to distinguish between genuine and counterfeit goods, is imperative. Building on cue utilization theory, this article develops a framework for understanding how consumers develop and utilize heuristics for product authentication in the context of intellectual property infringements and outlines a research agenda. Additionally, it helps to inform the development of prevention and enforcement efforts, in consumer education and enforcement agent training, as well as a basis for policy decisions. Abstract published by arrangement with Taylor and Francis.