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The Effects Of Social-Adjustive And Value-Expressive Attitudes On Preferences Towards Counterfeit Luxury Goods And Logos, Sarah Reid
Honors Theses
The market for counterfeit luxury goods has been growing exponentially over the past several years, causing the luxury brand market to lose approximately $12 billion per year (International Chamber of Commerce 2004). In the United States, over 750,000 jobs are lost annually due to counterfeiting (US Chamber of Commerce 2006). This study hypothesizes that consumers with Social-Adjustive attitudes have a higher preference towards logos and will be generally indifferent towards authenticity, while Value-Expressive consumers prefer higher quality bags and are generally indifferent towards the presence of logos. Consumers’ degree of preference towards their respective variable (quality or logo) is slightly …