Using Marketing Campaigns to Influence Consumer Demand for Counterfeits: Understanding and Addressing Moral Inertness (Advert Ref: RDF18/BAM/BIAN)

This PhD project will investigate issues concerning anti-counterfeiting communications. The aim of the project is three-fold: 1) to explore comparative advantages of moral appeal as opposed to legal appeal, 2) to investigate two moderating factors (counterfeit experience and type of message) in experiences of and reactions to moral/legal appeal, and 3) to uncover mechanisms accounting for anti-counterfeiting communication outcomes. This line of research is crucially important because:

•The scale of counterfeits and undesirable anti-counterfeiting outcomes is significant. The EUIPO (2016) estimated the value of global trade in counterfeits and pirated goods has increased by over 80% in a five-year period. The UK Government is losing about £1.3 billion in unpaid tax from the sale of counterfeits a year, a figure which is still growing rapidly (A-CG 2016). Indeed, national/international governments and businesses are facing a losing battle when attempting to keep counterfeits off the market (Bian et al. 2016; Wilcox et al. 2009).

•Effective communication is the key to the success of anti-counterfeiting. Consumers’ demand for counterfeits is one of the leading causes in the upsurge of their growth (Nia & Zaichkowsky 2000). Changing society’s perception of counterfeits is, thus, at the top of the anti-counterfeiting agenda. This can be achieved through targeted communications serving to lessen demand.

•There is little understanding in this field of research. When and why anti-counterfeiting communications affect consumer behaviour remains unknown as few studies have examined anti-counterfeiting communications and the processes involved.

The aims of this project will be achieved by conducting three studies, which will lead to a high-impact journal article(s):

Study 1 addresses the question “Will anti-counterfeiting communication using legal and moral appeals change counterfeit purchase behaviour and, if so, which kind of appeal is more effective?” Using a scenario-based approach, 120 participants (randomly assigned to three conditions: moral appeal, legal appeal, and control group) will be exposed to stimuli and then asked to indicate purchase tendency.

Study 2 answers the question “Will counterfeit purchasers and non-purchasers react differently to moral/legal appeals?” Ninety counterfeit purchasers and 90 non-purchasers will be recruited and randomly assigned to three conditions: moral appeal, legal appeal, and control group. After exposure to stimuli purchase tendency will be measured alongside control variables.

Study 3 asks the questions “Will subtle as opposed to bold moral appeal lead to more desirable outcomes?” and “Will moral imagination/judgement mediate the relationships between ethical appeal and counterfeit purchase behaviour?” This study predicts and tests that subtle, rather than bold, moral appeal will result in more desirable outcomes and moral imagination/judgment mediates the relationships between ethical appeal and behaviour. These propositions are generated based on communication theories (Dijksterhuis, 2005; Caitlin & Boroditsky, 2010) and moral imagination literature (Pardales 2002; Johnson 1994). One hundred and twenty counterfeit purchasers and 120 non-purchasers will be recruited and randomly assigned to three conditions: subtle appeal (e.g., prototypes and metaphors (Friedman & Clark 1996), bold appeal (e.g., buying counterfeit is unethical), and control group. Purchase tendency, moral imagination, and moral judgement will be measured alongside control variables.

Eligibility and How to Apply
Please note eligibility requirement:
• Academic excellence of the proposed student i.e. 2:1 (or equivalent GPA from non-UK universities [preference for 1st class honours]); or a Masters (preference for Merit or above); or APEL evidence of substantial practitioner achievement.
• Appropriate IELTS score, if required.
• Applicants cannot apply for this funding if currently engaged in Doctoral study at Northumbria or elsewhere.

For further details of how to apply, entry requirements and the application form, see
https://www.northumbria.ac.uk/research/postgraduate-research-degrees/how-to-apply/

Please note: Applications that do not include a research proposal of approximately 1,000 words (not a copy of the advert), or that do not include the advert reference (e.g. RDF18/…) will not be considered.

Deadline for applications: 28 January 2018
Start Date: 1 October 2018

Northumbria University takes pride in, and values, the quality and diversity of our staff. We welcome applications from all members of the community. The University holds an Athena SWAN Bronze award in recognition of our commitment to improving employment practices for the advancement of gender equality and is a member of the Euraxess network, which delivers information and support to professional researchers