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

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 632-632.

Authors

Anne-Flore Maman Larraufie, INSEEC & SemioConsult, France



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

When do More Options Produce Worse Choice?

Shannon Duncan, Columbia University, USA
Ulf Bockenholt, Northwestern University, USA
Eric J Johnson, Columbia University, USA

Read More

Featured

Trust in the Holy or the Material: The Combined Impact of Religiousness and Materialism on Life Satisfaction

Kelly Gabriel, Vilanova University, USA
Aronte Bennett, Vilanova University, USA

Read More

Featured

R7. How and Why Life Transition Influences Brand Extension Evaluation

lei su, Hong Kong Baptist University
Alokparna (Sonia) Monga, Rutgers University, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.