Trick or Treat? An Examination of Marketing Relationships in a Nondeceptive Counterfeit Market

Abstract

Who is most responsible for the proliferation of counterfeit goods—the illicit purveyor of such products or the consumer who procures them? This paper seeks to address this question by presenting a behavior analysis of counterfeit marketing firms in China and the interdependent relationships between legitimate retailers, consumers, and the authorities who populate these competitive environments. This is achieved via an operant interpretation of these key agents and the network of contingent relationships in operation. The results suggest that purveyors of pirate products function as “bad competitors” in the marketplace according to normative business behaviors—behaviors that are amenable to analysis in behavioral terms.

Keywords:

• behavior analysis
• counterfeit good
• marketing firm
• network relationships
• operant learning