Why Are Your Luxuries Perceived As Counterfeits?

Zheshuai Yang, NUS Business School, National University of Singapore
This research examines when and why luxuries will be perceived as counterfeits by others. Based on three studies, I identify two motivations for luxury consumption and demonstrate that luxuries are more likely to be perceived as counterfeits when others infer the consumer having an appearance-expression rather than a competence-expression motivation.
[ to cite ]:
Zheshuai Yang (2014) ,"Why Are Your Luxuries Perceived As Counterfeits?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 819-819.