Camila Sayuri Zancanella - Orientador: Prof. Delane Botelho





[INTRODUÇÃO] Counterfeiting presents serious problems, ranging from economic to social and political issues. It has many consequences for companies, such as threat to the consumer confidence in the original brand and damage to the nation’s industrial competitiveness. Counterfeit and piracy goods accounted for 2.5% of the world trade, i.e., around USD 461 billion, in 2013. The main motivation for the conduction of this project is the damage to economies and society caused by the production and consumption of counterfeited goods. Furthermore, it is necessary to have more research to gain a better understanding of why consumers buy fake products. The assumption behind this project is that emotions influence consumers in the purchase and use of counterfeited or original products. Taking into consideration the complexity of customer behavior, the focus of this project was the emotional perspective of what the drivers that influence customers to purchase fake products are. The objective of this research is to raise the main emotional variables related to the behavior for buying counterfeit products, by investigating the literature of Marketing and Psychology and also conducting an exploratory field research. [METODOLOGIA] It was performed a qualitative study in order to gain insights and ideas that could help to formulate hypotheses and establish priorities. The technique used in the qualitative phase was semi-structured in-depth interviews, followed by an ethnographic-based method of interviews. It was done in total eight interviews, which were analyzed by using the method of content analysis and a coding-based methodology. Furthermore, it was performed a quantitative phase to study the main emotions found in the qualitative phase; such emotions were shame and fear. The data collection was done using an online questionnaire, which received 225 responses. The data was analyzed using descriptive analysis univariate analysis and t-tests. [RESULTADOS] From a total of eight hypothesis, five were not rejected. By performing a few ANOVA tests, we discovered that the higher ethicality of the individual, the higher the shame a consumer will feel when wearing a counterfeit product; however, this is not true for the emotion fear. It was also performed several Pearson correlation coefficient analyses, which indicated that when counterfeits purchase intention increases, the individual feels less ashamed when wearing a counterfeited product. Furthermore, if an individual has a negative attitude towards counterfeiting, there is an increase in shame and/or fear. The study manipulated the variables Perception of Social Risk and Conspicuity to verify their influences in the emotions shame and fear. In the experiment, we found that an increase in the social risk on a high conspicuity situation causes an increase in shame. Moreover, social risk of a high conspicuous product has a higher negative variation than the low conspicuous product. [CONCLUSÃO] It was expected that perception of social risk could have an influence on shame, since the consumption of counterfeit could be disapproved by the social group. Although it was clear from the qualitative research that it would be the case, it was not statistically significant. It was also expected that the perception of Social Risk would moderate the impact of Conspicuity on shame and/or fear, but it was not the case. This research can provide several insights for managers and companies. This could be a call for companies to communicate with potential consumers the outcomes of buying a counterfeited product and the emotions this behavior evokes. As our research indicates, if the company intends to decrease purchase intention of counterfeited products, performing marketing strategies to reduce the attractiveness of counterfeits.