Prosocial Consequences of Counterfeits: Using Counterfeit Luxury Goods Can Lead to Prosocial Behavior

We show that using counterfeit luxury products can lead to greater prosocial behavior. We propose that counterfeit luxury use undermines the user’s self-identity, and leads to compensatory actions to restore the self by volunteering and donating money, but only for counterfeit users who are owners of authentic luxury goods.



Citation:

Jinjie Chen, Deborah John, Yajin Wang, and Courtney Carufel (2017) ,"Prosocial Consequences of Counterfeits: Using Counterfeit Luxury Goods Can Lead to Prosocial Behavior ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 68-73.

Authors

Jinjie Chen, University of Minnesota, USA
Deborah John, University of Minnesota, USA
Yajin Wang, University of Maryland, USA
Courtney Carufel, UnitedHealthcare, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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