Why buy genuine products if you can buy a copy?

• Main Authors: Salvacion, Tomi Rose, Vargas, Marianne Raissa
• Format: text
• Language: English
• Published: Animo Repository 2012
• Online Access: https://animorepository.dlsu.edu.ph/etd_bachelors/10669
• Institution: De La Salle University

This paper examines the relationship of personality traits in the consumption of counterfeit products. The Big-Five Theory which consists of Openness to Experience, Conscientiousness, Extraversion, Agreeableness and Neuroticism has not been used in previous researchers in measuring the willingness of an individual in buying counterfeit products, the researchers utilized this theory in determining the personality traits that can possibly establish who are more likely to purchase counterfeit goods. A total of 300 students from different universities and colleges around Metro Manila participated in the study. In measuring the personality of an individual, the researchers made use of the Big Five Inventory scale. On the other hand, Purchasing Counterfeit Products Scale was used to measure the level of willingness of an individual in buying counterfeit products. In the simple linear regression analysis that was executed, the researchers found out that high extraversion and low openness significantly predict the willingness of an individual to buy counterfeit products.