It Feels Good and Bad to Be Fake: the Mixed Emotional Experience and Consequence of Using Counterfeits
This research explores the emotions elicited by counterfeit consumption and examines how these emotions impact counterfeit users. We find that counterfeit users experience mixed emotions, particularly when they use counterfeits in public settings. Moreover, these mixed emotions are mentally taxing and thereby deplete counterfeit users’ self-regulatory resources.
Joyce Jingshi Liu, Amy Dalton, and Jiewen Hong (2015) ,"It Feels Good and Bad to Be Fake: the Mixed Emotional Experience and Consequence of Using Counterfeits", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 179-180.
Joyce Jingshi Liu, Hong Kong University of Science and Technology
Amy Dalton, Hong Kong University of Science and Technology
Jiewen Hong, Hong Kong University of Science and Technology
AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015
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