Why Are Your Luxuries Perceived As Counterfeits?

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.


Zheshuai Yang (2014) ,"Why Are Your Luxuries Perceived As Counterfeits?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 819-819.


Zheshuai Yang, NUS Business School, National University of Singapore


NA - Advances in Consumer Research Volume 42 | 2014

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