Discrepancy Between Social Status and Implicit Self-Esteem Prompts Preference For Counterfeit Luxury
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.
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 205-209.
Miao Hu, University of Hawaii, USA
Angela Lee, Northwestern University, USA
NA - Advances in Consumer Research Volume 42 | 2014
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