From Luxury Counterfeits to Genuine Goods: Why Would Consumers Switch?

Anne-Flore Maman Larraufie, INSEEC & SemioConsult, France
This paper tries to understand what would make consumers of fake luxury switch to genuine consumption. A discourse and semiotic analyses of data collected through depth-interviews identified four types of consumers holding different motivations for consuming fakes, three of them ready to switch consumption, if provided with identified necessary conditions.
[ to cite ]:
Anne-Flore Maman Larraufie (2012) ,"From Luxury Counterfeits to Genuine Goods: Why Would Consumers Switch?", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 632-632.