Zhan, Lingjing; Sharma, Piyush; Chan, Ricky Y. K. - In: Marketing Intelligence & Planning 33 (2015) 4, pp. 556-574
counterfeit purchase decision. The authors also highlight the role of outcome severity and egocentric bias in this process. … that brand managers should emphasise the importance of negative social consequences and highlight the role of outcome … severity and egocentric bias in their advertising and communication programmes in order to curb counterfeit consumption …
