COLD RATIONALE AND HOT ASSOCIATIONS IN PRODUCT PIRACY CONSUMPTION: THE JOINT IMPACT OF IMPLICIT AND EXPLICIT ATTITUDES

摘要

The paper aims to bridge the gap between attitudes about counterfeits and their acquisition. We suggest that piracy consumption may be better explained by investigating both explicit and implicit attitudes. Introducing a Piracy IAT, a study with 86 consumers reveals that consumption is guided by the interplay of both attitudes.