Efeitos de variáveis contextuais sobre a avaliação de produtos de luxo e falsificações.

Abstract

The world of luxury has seducing consumers for centuries. Since the times of royalty its symbols are flaunted as objects of power and status, arousing the wish and provoking social greed. Therefore, the market of counterfeits is growing every day, offering this consumer group the opportunity to enter into a distinct social status, where the beautiful and shiny logo of the desired brand signals a passport to all that it represents. These theses aimed to investigate how the context and social environment can influence consumers choose to acquire symbolic brand products although they are not authentic and how this behavior is accepted in society. Two studies have been conducted, and aimed: a) evaluate the measures of knowledge and quality of a set of marks displayed in the handling of two contexts (luxury x neutral) between buyers and non-buyers of counterfeits, for both original products and their correspondence with counterfeit products; b) measure the effects of layout on verbal responses of counterfeit buyers and non-buyers in relation to its evaluation of the purchasers behavior; c) verify the effect of instructions in publicity campaigns about the consumers behavior of counterfeits products as strategy to inhibit this consumption. The results indicated that the brands with the most informative boost level are those with the highest level of knowledge and quality, which reflects the willingness of consumers to pay for these goods, so much to original as counterfeit products. The Study 2 also revealed that there is an immediate effect of instructions correlating the organized crime with the falsification industry, signaling that this may be a possible strategy.