Scholars suggest that consumers rely on heuristics to evaluate products. They employ both extrinsic and intrinsic cues to evaluate product quality and utilize the same cues to differentiate between counterfeit and genuine products.
Cue Utilization in the Product Authentication Process: A Framework and Research Agenda for Product Counterfeit Prevention. International Journal of Comparative and Applied Criminal Justice, Vol. 37 (4): 317-340, 2013.
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