Autori: Lozza, Edoardo , Gabri, Sara , Zannelli, Sara
Titolo: La contraffazione dei profumi: motivazione e barriere al consumo
Periodico: Micro & macro marketing
Anno: 2017 - Volume: 77 - Fascicolo: 2 - Pagina iniziale: 295 - Pagina finale: 312

Understanding the motivations underlying the consumption of counterfeit products is crucial to contrast this illicit market and to develop a culture of anti-counterfeiting. However, there is a gap in the literature on the topic, in particular from a psychological perspective. We therefore propose an exploratory research, focused on the market of perfumes, made up of two studies: a motivational analysis on consumption of counterfeit perfume and a netnographyc analysis of spontaneous conversations emerged in dedicated forums. The results provide a preliminary map of the motivations and resistances underlying the consumption of counterfeit perfume, furthermore identifying 3 different consumer profiles. The research aims to start a psychological research field on counterfeiting.


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SICI: 1121-4228(2017)77:2<295:LCDPME>2.0.ZU;2-R
Testo completo: https://www.rivisteweb.it/download/article/10.1431/86974
Testo completo alternativo: https://www.rivisteweb.it/doi/10.1431/86974

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