Discrepancy Between Social Status and Implicit Self-Esteem Prompts Preference For Counterfeit Luxury

Miao Hu, University of Hawaii, USA
Angela Lee, Northwestern University, USA
The current research explores how perceived social status and implicit self-esteem influence counterfeit luxury consumption. Results of two studies showed a novel effect that a discrepancy between social status and implicit self-esteem led to higher preference for counterfeit luxury products.
[ to cite ]:
Miao Hu and Angela Lee (2014) ,"Discrepancy Between Social Status and Implicit Self-Esteem Prompts Preference For Counterfeit Luxury", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 205-209.