Datum
2023-10-18Metadata
Zur Langanzeige
Aufsatz
The correlation between honesty-humility and attitude toward counterfeit luxury
Zusammenfassung
This research focuses on the relation between Honesty-Humility and attitude toward counterfeit luxury. Honesty-Humility is defined as the tendency to be fair in dealing with others. Given that the act of knowingly purchasing a counterfeit could be judged as morally questionable, immodest, and manipulative, we predicted that people lower in Honesty-Humility would report more positive attitudes toward counterfeit luxury. Given that related research from behavioral research revealed Honesty-Humility to be the key predictor for unethical behavior, we further predicted this association to remain robust even when controlling for relevant control variables (i.e., self-concept, risk aversion, materialism, and Honesty-Propriety). As expected, two preregistered online studies (Study 1: N = 566; Study 2: N = 501) revealed that people with higher Honesty-Humility scores reported more of a negative attitude toward counterfeit luxury. This effect was mainly driven by the Fairness-facet of Honesty-Humility, and only materialism proved to be a further significant predictor for attitude toward counterfeit consumption. The role of the Honesty-Humility factor in research on counterfeit consumption is discussed, directions for future research are given, and as practical implication, first approaches are developed that possible intervention campaigns against counterfeit consumption should consider.
Zitierform
In: Italian Journal of Marketing Volume 2023 / Issue 4 (2023-10-18) , S. 503-519 ; eissn:2662-3331Förderhinweis
Gefördert im Rahmen des Projekts DEALZitieren
@article{doi:10.17170/kobra-202312069178,
author={Reinhardt, Nina and Reinhard, Marc-André and Bittner-Fäthke, Gerrit},
title={The correlation between honesty-humility and attitude toward counterfeit luxury},
journal={Italian Journal of Marketing},
year={2023}
}
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2023-12-06T13:18:40Z 2023-12-06T13:18:40Z 2023-10-18 doi:10.17170/kobra-202312069178 http://hdl.handle.net/123456789/15272 Gefördert im Rahmen des Projekts DEAL eng Namensnennung 4.0 International http://creativecommons.org/licenses/by/4.0/ Honesty-Humility Fairness Counterfeit luxury Counterfeit consumption 150 The correlation between honesty-humility and attitude toward counterfeit luxury Aufsatz This research focuses on the relation between Honesty-Humility and attitude toward counterfeit luxury. Honesty-Humility is defined as the tendency to be fair in dealing with others. Given that the act of knowingly purchasing a counterfeit could be judged as morally questionable, immodest, and manipulative, we predicted that people lower in Honesty-Humility would report more positive attitudes toward counterfeit luxury. Given that related research from behavioral research revealed Honesty-Humility to be the key predictor for unethical behavior, we further predicted this association to remain robust even when controlling for relevant control variables (i.e., self-concept, risk aversion, materialism, and Honesty-Propriety). As expected, two preregistered online studies (Study 1: N = 566; Study 2: N = 501) revealed that people with higher Honesty-Humility scores reported more of a negative attitude toward counterfeit luxury. This effect was mainly driven by the Fairness-facet of Honesty-Humility, and only materialism proved to be a further significant predictor for attitude toward counterfeit consumption. The role of the Honesty-Humility factor in research on counterfeit consumption is discussed, directions for future research are given, and as practical implication, first approaches are developed that possible intervention campaigns against counterfeit consumption should consider. open access Reinhardt, Nina Reinhard, Marc-André Bittner-Fäthke, Gerrit doi:10.1007/s43039-023-00082-3 Ehrlichkeit Bescheidenheit Gerechtigkeit <Motiv> Luxusgut publishedVersion eissn:2662-3331 Issue 4 Italian Journal of Marketing 503-519 Volume 2023 false true
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