The use of cues in the consumer product authentication process

Fejes, Z. L. & Wilson, J.M. (2013). The use of cues in the consumer product authentication process.

The proliferation of counterfeit goods has made product authentication increasingly important, with consumers and end users playing greater roles in the authentication process. Determining the degree to which infringing products can deceive customers is crucial for assessing the economic and public health and safety impact of counterfeiting and piracy, and for developing appropriate and effective countermeasures. Recent proposals to criminalize counterfeit purchase as a means of fighting counterfeit trade have also rekindled interest in understanding authentication of products. Yet research on how consumers differentiate between genuine and fake is lacking. We have developed a theoretical framework to guide future research on the effect of consumer characteristics, product attributes, context, and market characteristics, as well as the importance of specific intrinsic and extrinsic product cues, outlining several implications.

This Backgrounder is based on

Fejes, Z. L., & Wilson, J. M. (2013). Cue utilization in the product authentication process: A framework and research agenda for product counterfeit prevention. International Journal of Comparative and Applied Criminal Justice, 37(4), 317-340. doi:10.1080/01924036.2012.745218