Successful product designs worth millions, so attractive that people would imitate and create a counterfeit to satisfy the psychological needs. What does consumers and the market think of counterfeits? In this talk, Prof Yonghoon Lee looks into how the market evaluates new product designs that appear similar to older ones, whereas Prof Jiewen Hong examines consumers' experience of mixed feelings when they use counterfeit products.

How Does the Market Evaluate New Product Designs?
Product design is becoming an important determinant of the market evaluation. In his research, Prof Yonghoon Lee unpacks how the market evaluates new product designs, using stock market reaction to the release of new design patents. Similarity with existing designs play an important role but in a very nuanced way.

Antecedents and Consequences of Counterfeiting Consumption
Counterfeit consumption is on the rise. it is important to understand why consumers but counterfeits and the consequences of using counterfeit, In her talk, Prof Jiewen Hong examines consumers' experience of using counterfeit products, She also leverages the findings to design anti-counterfeit advertising.