Counterfeits can benefit original products when people are caught using counterfeits

Existing literature has examined the influence of a counterfeit on the original brand in the prior or middle purchase phases. Our work aims to expand the literature by analyzing the post‐purchase phase of counterfeit consumption. In four studies, we examine the effects of product message appeal (symbolic vs. utilitarian) and self‐construal (interdependent vs. independent) on preference changes and purchase intentions of consumers toward original products when they are caught using counterfeits. Individuals with interdependent (vs. independent) self‐construal are more likely to increase their preference and purchase intention for original products after being caught using symbolic rather than utilitarian counterfeits. Moreover, face restoration mediates the interaction effect between product message appeal and self‐construal on the purchase intent of consumers in procuring original products. The patterns are consistent in both hypothetical scenarios and counterfeit consumption experience. Our work suggests that companies or brand, whose products are often copied or imitated should pay more attention to establishing their unique characteristics and the primary value of their product delivered to the consumers through product design and marketing mix strategies.