Existing literature has examined the influence of a counterfeit on the original brand in the prior or middle purchase phases. Our work aims to expand the literature by analyzing the post-purchase phase of counterfeit consumption. In four studies, we examine the effects of product message appeal (symbolic vs. utilitarian) and self-construal (interdependent vs. independent) on preference changes and purchase intentions of consumers toward original products when they are caught using counterfeits. Individuals with interdependent (vs. independent) self-construal are more likely to increase their preference and purchase intention for original products after being caught using symbolic rather than utilitarian counterfeits. Moreover, face restoration mediates the interaction effect between product message appeal and self-construal on the purchase intent of consumers in procuring original products. The patterns are consistent in both hypothetical scenarios and counterfeit consumption experience. Our work suggests that companies or brand, whose products are often copied or imitated should pay more attention to establishing their unique characteristics and the primary value of their product delivered to the consumers through product design and marketing mix strategies.

中文翻译：

---

当人们被发现使用假货时，假货可以使正品受益

现有文献已经研究了在购买之前或中间阶段假货对原始品牌的影响。我们的工作旨在通过分析假冒消费的购买后阶段来扩大文献范围。在四项研究中，我们研究了产品信息吸引力（象征性与功利性）和自我解释（相互依赖与独立）对消费者在被发现使用假冒产品时对正品产品的偏好变化和购买意图的影响。具有相互依存（相对于独立）自我构念的个体在被发现使用象征性而非功利性的假冒产品后，更有可能增加对原创产品的偏好和购买意愿。此外，面子修复还介导了产品信息诉求与自我构念之间的交互作用对消费者购买原创产品的购买意愿的影响。这些模式在假设场景和假冒消费体验中都是一致的。我们的工作建议，产品经常被复制或模仿的公司或品牌应该更加注重通过产品设计和营销组合策略来建立其独特的特征以及向消费者传递的产品的主要价值。