Moral decoupling feels good and makes buying counterfeits easy

Abstract

This study integrates Bhattacharjee, Berman, and Reed's (2013) moral decoupling model with research on processing-evoked affect to test a novel explanation why consumers buy non-deceptive counterfeits. Employing mixed methods and consumer samples, two studies show that decoupling – by evoking positive emotion – increases the intention to purchase counterfeits. Study 1, a quasi-experiment (N = 356 consumers), uses counterfeit running shoes, sun glasses, fragrances, and headsets to provide evidence that positive emotions mediate the effect from decoupling (a measured variable) on purchase intention, controlling for moral rationalizing. Study 2 (N = 299 consumers) manipulates moral decoupling and price advantage of a counterfeit smartphone to provide further evidence for the mediating role of positive emotion and to show that this effect occurs regardless of moral rationalization. Price advantage, brand attachment, and category involvement attenuate decoupling effects across studies. The findings aid managers and policy makers to better protect original brands against counterfeits.