By  on January 6, 2010

Could counterfeit goods actually lead consumers to purchase the real deal?

While M.I.T. Sloan School of Management professor Renee Richardson Gosline does not condone the illegal activity in any way, she said more than 40 percent of participants in a recent study eventually purchased authentic merchandise, due partially to the inferiority of fakes. Aside from determining counterfeit goods are not substitutes for the real thing, she said the fakes are sometimes viewed as “low-risk trial” purchases but, once compared with the actual branded product, consumers realize they do not measure up.

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