Rok wydania: 2020
Numer czasopisma: 4
Słowa kluczowe: podrabianie produktu, przekonania moralne, sygnały jakości
Strony: 22-28
Język publikacji: Angielski
Wpływ marki i zakotwiczenia cenowego oraz przekonań moralnych na postrzeganie cen produktów podrabianych
Tomasz Wanat
Kupowanie podrobionych produktów stanowi poważne wyzwanie dla przemysłu, polityki gospodarczej i stanowienia prawa. Z tego powodu problematyka ta przyciąga uwagę wielu naukowców, badających jej przyczyny i konsekwencje. Głównym problemem badawczym artykułu było określenie, w jakim zakresie poziom ceny, który może wskazywać na podrobienie produktu, podlega moderującemu wypływowi efektu zakotwiczenia, poziomu znajomości marki oraz przekonań moralnych nabywcy. Przeprowadzony eksperyment wykazał, że poziom ceny sugerujący nabywcy podrobienie produktu nie jest stały. Zależy do znajomości marki oraz dostępności informacji o cenie produktu oryginalnego. W bardzo małym stopniu zależy od przekonań moralnych. Nawet kupujący posiadający silne przekonania moralne szacowali ceny sugerujące podrobienie produktu na relatywnie wysokim poziomie. Oznacza to, że byli podatni na podrabiane produkty nie mniej niż inni nabywcy.
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