Cue utilization in the product authentication process: a framework and research agenda for product counterfeit prevention

Scholars suggest that consumers rely on heuristics to evaluate products. They employ both extrinsic and intrinsic cues to evaluate product quality and utilize the same cues to differentiate between counterfeit and genuine products. This has far-reaching public health, economic, product authentication, and even criminal justice policy implications due to the emerging ideas of criminalizing the purchase of counterfeit goods. In order to predict the viability and the possible effects of such a policy, a thorough understanding of consumer attitudes toward counterfeits, purchase motivation, and behavior, as well as of their ability to distinguish between genuine and counterfeit goods, is imperative. Building on cue utilization theory, this article develops a framework for understanding how consumers develop and utilize heuristics for product authentication in the context of intellectual property infringements and outlines a research agenda. Additionally, it helps to inform the development of prevention and enforcement efforts, in consumer education and enforcement agent training, as well as a basis for policy decisions.