Normative And Informative Susceptibility

Social orientation (social influence) refers to the influence of external factors such as culture and environment and the people with whom they are associated with.

Normative and Informative Susceptibility
Consumer attitudes are influenced by social pressure which is inclusive of informative and normative susceptibility (Ang, et al., 2001; Bearden, Netemeyer, & Teel, 1989; Wang, Zhang, & Ouyang, 2005). Normative consumers are more concerned with impressing others and ensuring that their behaviors are based on the expectations of others. Since counterfeiting is an unethical and illegal activity and involvement in such an activity does not project a positive image, therefore normative consumers would have negative attitude towards counterfeit products (Ang, et al., 2001; Lord, Lee, & Choong, 2001; Penz
& Stottinger, 2005; Wang, Zhang, Zang, et al., 2005)

Informative susceptible consumers with little knowledge about the genuineness of products seek the advice and assurance of peer and reference groups who are experts and more knowledgeable about the product/brand (Ang, et al., 2001; Lord, et al., 2001; Wang, Zhang, Zang, et al., 2005). Peer or reference groups with sufficient knowledge are aware about inferior quality and negative consequences of purchasing counterfeit products, and hence would advise avoiding the same which would affect their attitudes negatively (Phau & Teah, 2009).

Individualism and Collectivism
Individual’s consumption pattern and purchase decision are strongly influenced by cultural norms and values of the society he lives in (H. S. Kim & Drolet, 2003; Oyserman, Coon, & Kemmelmeier, 2002; Sun, Horn, & Merritt, 2004). Since individuals in collectivist society pay more attention towards harmony of the gro...

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...determined a sample size of 1035 respondents in order to avoid non-normality of the data (Hair Jr., Anderson, Tatham, & Black, 2007). A quota sampling was utilized based on major cities in Pakistan on proportionate population basis. The cities are Karachi (n=523), Lahore (n=284), Faisalabad (n=114), and Rawalpindi/Islamabad (n=114). Data was collected through mall intercept. A typical multiple stage procedure for SEM was employed (Hair Jr, Black, Babin, Anderson, & Tatham, 2010) which is in inclusive of Exploratory Factor Analysis (EFA), ascertaining the reliability of the constructs (Leech, Barrett, & Morgan, 2005), measuring Convergent and Discriminant Validities, CFA for all the constructs, exogenous and overall model (Hair Jr, et al., 2010; Steenkamp & Van Trijp, 1991). Table 1 details the constructs used, item number, scale used, type, reliability and validity.