The Counterfeit Self: the Deceptive Costs of Faking It

Across four laboratory studies, we examine whether wearing fake products lead people to increased levels of dishonest behavior. Our findings are consistent with such prediction and show that when people wear products (e.g., sunglasses) that they believe to be fake they are more likely to behave dishonestly than when they wear products in the same product category they believe to be authentic. Further findings show that wearing fake products not only impact one’s own behavior but also how a person views the behavior of others.


Francesca Gino and Michael Norton (2010) ,"The Counterfeit Self: the Deceptive Costs of Faking It", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 211-214 .


Francesca Gino, University of North Carolina at Chapel Hill, USA
Michael Norton, Harvard Business School, USA


NA - Advances in Consumer Research Volume 37 | 2010

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