You Can’t Fool Me! Or Can You? Assimilation and Contrast Effects on Consumers’ Evaluations of Product Authenticity in the Online Environment

Abstract

The majority of counterfeit products originate in East Asia. However, with help of online marketplaces, these products are disseminated all across the globe significantly and negatively impacting the marketplace. Therefore, a robust understanding as to how the presence of such products impact consumer perceptions of item authenticity is warranted. In light of a consumer’s ability to compare product offerings online, this paper looks to contrast and assimilation effects to determine how consumers may perceive a product’s authenticity. A framework and propositions for research in this area are offered as well as theoretical and managerial implications.