Economics Faculty Database
Arts & Sciences
Duke University

 HOME > Arts & Sciences > Economics > Faculty    Search Help Login pdf version printable version 

Publications [#333286] of Dan Ariely

Journal Articles

  1. Amar, M; Ariely, D; Carmon, Z; Yang, H, How Counterfeits Infect Genuine Products: The Role of Moral Disgust, Journal of Consumer Psychology, vol. 28 no. 2 (April, 2018), pp. 329-343, WILEY [doi]
    (last updated on 2020/04/09)

    © 2018 The Authors. Journal of Consumer Psychology published by Wiley Periodicals, Inc. on behalf of Society for Consumer Psychology. We argue that moral disgust toward counterfeiting can degrade both the efficacy of products perceived to be counterfeits and that of genuine products resembling them. Five studies support our propositions and highlight the infectious nature of counterfeiting: Perceiving a product as a counterfeit made disgust more mentally accessible, and led participants to disinfect the item more and reduce how long they remained in physical contact with it (Study 1). Participants who perceived a mouse as a counterfeit, performed less well in a computer game using the mouse and expressed greater moral disgust, which mediated lowered performance (Study 2). Exposure to a supposedly counterfeit fountain pen in an unrelated prior task infected participants’ performance using a genuine ballpoint pen resembling the “counterfeit;” individual differences in moral attitudes moderated the effect (Study 3). Exposure to a supposedly counterfeit mouse infected performance with a genuine mouse of the same brand; moral disgust mediated this effect (Study 4). Finally, moral disgust mediated lowered efficacy of a supposed counterfeit and that of a genuine item resembling the “counterfeit” (Study 5).

Duke University * Arts & Sciences * Economics * Faculty * Research * Staff * Master's * Ph.D. * Reload * Login