Explaining Consumer Demand for Counterfeit Goods: Social Learning
or Low Self-Control?


Zoltán Levente Fejes, 2017

Two competing theoretical explanations for the knowing purchase of counterfeit goods are Akers’ Social Learning Theory and Gottfredson and Hirschi’s Low Self-Control Theory. This A-CAPP Center Backgrounder reports results of a survey among Romanian university students about volitional purchase of non-deceptive counterfeits in physical market settings. The survey found such purchases to be related to association with approving peers and family members and personal attitudes toward counterfeiting, as Akers’ theory would predict, and to opportunity for making such purchases, as Gottfredson and Hirschi’s theory would predict.

This Backgrounder is based on the author’s doctoral dissertation–Investigating consumer demand for counterfeit goods: examining the ability of social learning and low self-control to explain volitional purchase of non-deceptive products in an Eastern European college sample — written in the Michigan State University School of Criminal Justice (https://d.lib.msu.edu/etd/4316).

To read the full report, click here.