Kononova Anastasia, Huddleston Patricia, Moldagaliyeva Moldir, Lee Heijin, Alhabash Saleem
Department of Advertising and Public Relations, College of Communication Arts and Sciences, Michigan State University, East Lansing, MI, United States.
Center for Anti-Counterfeiting and Product Protection (A-CAPP), Michigan State University, East Lansing, MI, United States.
Front Psychol. 2024 Jul 19;15:1394660. doi: 10.3389/fpsyg.2024.1394660. eCollection 2024.
As a globally prevalent phenomenon, buying counterfeit products harms consumers, economies, societies, governments, and the environment. The study examined the hierarchy of injunctive normative influence (personal vs. societal) on counterfeit purchase intentions and trends in non-deceptive (known) counterfeit purchase behavior. The current research expands the hierarchical norms approach by examining how the cultural values of power distance and individualism-collectivism predict injunctive normative perceptions and counterfeit buying intention and behavior.
A cross-sectional survey (N = 13,053) of consumers from 17 nations, administered in seven languages, explored cross-country differences in perceived social norms about buying counterfeits.
The findings of multilevel moderated mediation analyses showed that personal injunctive norms (perceived acceptance of buying counterfeits by close friends) mediated the relationship between societal injunctive norms (perceived acceptance for buying counterfeits by peers in the same country) and the outcome variables. Selected paths of the mediation model were moderated by the two cultural dimensions.
Theoretical implications are discussed within the context of cultural orientations' and social norms' roles in informing risky behavior, and practically, within the context of awareness-raising and behavior-change interventions.
购买假冒产品作为一种全球普遍存在的现象，会损害消费者、经济、社会、政府和环境。该研究考察了禁令性规范影响（个人层面与社会层面）对假冒产品购买意愿以及非欺骗性（已知）假冒产品购买行为趋势的层级关系。当前研究通过考察权力距离和个人主义—集体主义的文化价值观如何预测禁令性规范认知以及假冒产品购买意愿和行为，扩展了层级规范方法。
对来自17个国家的消费者进行了一项横断面调查（N = 13,053），调查以七种语言进行，探究了各国在对购买假冒产品的社会规范认知上的差异。
多层次调节中介分析的结果表明，个人禁令性规范（亲密朋友对购买假冒产品的认可）在社会禁令性规范（同一国家同龄人对购买假冒产品的认可）与结果变量之间起中介作用。中介模型的选定路径受到这两个文化维度的调节。
在文化取向和社会规范对风险行为的影响这一背景下讨论了理论意义，在提高意识和行为改变干预措施的背景下讨论了实际意义。
