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Fraudulent Behavior by Consumers

Fraudulent Behavior by Consumers ROBERT E. WILKES FRAUDULENT BEHAVIOR BY CONSUMERS The other side of fraud in the marketplace: consumer-initiated fraud against business. self-reporting techniques has been reported by Jolson. 6 Retail-level fraud by consumers is an expensive fact of life for businessmen and consumers. Consider: But the marketing literature lacks an examination of consumer attitudes toward fraudulent behavior and the • Fraudulently cashed checks total at least $1 billion reason for its increase. each year. I The study reported here was motivated by the need • Fraudulent redemption of coupons is now esti­ to examine, from a behavioral perspective, fraudulent mated at $100 million annually. 2 activity by consumers. This article is organized into • Store losses due to shoplifting now amount to a two major sections: First, the results of a field study .hidden tax of $150 on each family in the United designed to assess consumer attitudes toward and per­ States every year as a result of these losses being ceived seriousness of various fraud situations. Second, passed on to customers in the form of higher a rationale for consumer dishonesty considers why such prices." behavior occurs. A concluding comment briefly ad­ • Because of these and other consumer-level abuses http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Marketing SAGE

Fraudulent Behavior by Consumers

Journal of Marketing , Volume 42 (4): 9 – Oct 1, 1978

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References (17)

Publisher
SAGE
Copyright
© 1978 American Marketing Association
ISSN
0022-2429
eISSN
1547-7185
DOI
10.1177/002224297804200410
Publisher site
See Article on Publisher Site

Abstract

ROBERT E. WILKES FRAUDULENT BEHAVIOR BY CONSUMERS The other side of fraud in the marketplace: consumer-initiated fraud against business. self-reporting techniques has been reported by Jolson. 6 Retail-level fraud by consumers is an expensive fact of life for businessmen and consumers. Consider: But the marketing literature lacks an examination of consumer attitudes toward fraudulent behavior and the • Fraudulently cashed checks total at least $1 billion reason for its increase. each year. I The study reported here was motivated by the need • Fraudulent redemption of coupons is now esti­ to examine, from a behavioral perspective, fraudulent mated at $100 million annually. 2 activity by consumers. This article is organized into • Store losses due to shoplifting now amount to a two major sections: First, the results of a field study .hidden tax of $150 on each family in the United designed to assess consumer attitudes toward and per­ States every year as a result of these losses being ceived seriousness of various fraud situations. Second, passed on to customers in the form of higher a rationale for consumer dishonesty considers why such prices." behavior occurs. A concluding comment briefly ad­ • Because of these and other consumer-level abuses

Journal

Journal of MarketingSAGE

Published: Oct 1, 1978

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