Consumers know counterfeits are unethical but enjoy “thrill of the hunt” when shopping for fakes, study finds

A psychological study into the thought process of Chinese consumers who purchase counterfeit goods has revealed some startling motivations which dictate counterfeit consumption. An author of the study has told World Trademark Review the revelations should call into question the effectiveness of anti-counterfeiting awareness campaigns which focus on moral arguments against buying fakes.

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