My Louis Vuitton Bag From Ebay Is Definitely Genuine: Closing the Self-Discrepancy Gap Through Self-Deception With Brands

Sara Dommer, Georgia Tech, USA
Nicole Coleman, University of Pittsburgh, USA
This research demonstrates not only that brands associated with the ideal self reduce self-discrepancy, but also that this reduction occurs through a self-deceptive process. As a result, consumers can use counterfeit products of ideal brands to reduce their self-discrepancy by deceiving themselves into believing that the counterfeit product is genuine.
[ to cite ]:
Sara Dommer and Nicole Coleman (2014) ,"My Louis Vuitton Bag From Ebay Is Definitely Genuine: Closing the Self-Discrepancy Gap Through Self-Deception With Brands", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 458-459.