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Consumer consideration of non-deceptive counterfeit goods: a contingency matrix approach

The aim of this paper is to develop a model that explains how consumers' considerations of non-deceptive counterfeits vary as a function of the counterfeits' perceived benefits in different usage situations. Basing the analysis on consideration set theories and the Behavioural Perspective Model contingency matrix concepts, four hypotheses are suggested. The hypothesised relationships are tested using survey data from 421 consumers regarding their consideration of two types of non-deceptive counterfeits across eight different usage situations. The results support the proposed model structure and show an interactive relationship between consumer's learning-based considerations, perceived product benefit, usage situations, and product requirement.