I feel so embarrassed, still, I want it! The self-presentational dilemma of counterfeit luxury buyers

IF 2.7 Q2 BUSINESS
Sameeullah Khan, A. Fazili, I. Bashir
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Abstract

Purpose This study aims to examine whether counterfeit luxury buyers’ tendency to impress others overrides their anticipation of embarrassment or whether the anticipation of embarrassment delimits their self-presentational goals. Design/methodology/approach This paper is based on three studies – a survey and two experiments that test the predictions. This study adopts a mix of moderation and mediation analyses to test the proposed hypotheses. Findings The findings reveal a greater counterfeit purchase likelihood and embarrassment aversion among publicly (vs privately) self-conscious consumers. Furthermore, a higher (vs a lower) audience class and a conspicuous (vs an inconspicuous) brand lead to lower counterfeit purchase intention, and anticipated embarrassment mediates both these effects. To mitigate the threat of embarrassment, publicly self-conscious consumers are more likely to buy counterfeits among a higher-class audience when the brand is inconspicuous (vs conspicuous). They, however, are indifferent to brand conspicuousness among a lower-class audience. Practical implications To deter counterfeit consumption, anti-counterfeiting campaigns must invoke consumers’ tendency to overestimate the degree of public attention. Ad appeals must accentuate the anticipation of embarrassment by enhancing self-consciousness through a higher-class audience involving a conspicuous brand. Originality/value This paper makes a novel contribution to counterfeiting literature by demonstrating that counterfeit luxury consumption is driven by countervailing motives of gaining approval and avoiding disapproval. The paper departs from mainstream theorizing by demonstrating that counterfeit luxury buyers engage in a protective self-presentation style by choosing inconspicuous counterfeits.
我觉得很尴尬,但我还是想要它!假冒奢侈品购买者的自我表象困境
目的本研究旨在检验假冒奢侈品买家给他人留下深刻印象的倾向是否凌驾于他们对尴尬的预期之上,或者对尴尬的预测是否界定了他们的自我展示目标。设计/方法论/方法本文基于三项研究——一项调查和两项测试预测的实验。本研究采用适度分析和中介分析相结合的方法来检验所提出的假设。调查结果显示,在公开(与私下)有自我意识的消费者中,购买假冒商品的可能性和尴尬厌恶情绪更大。此外,较高(相对于较低)的受众阶层和显眼(相对于不显眼)的品牌会导致较低的假冒购买意愿,而预期的尴尬会调节这两种影响。为了减轻尴尬的威胁,当品牌不显眼(与显眼相比)时,公众自觉的消费者更有可能在更高阶层的受众中购买假冒产品。然而,他们对低阶层观众中的品牌显著性漠不关心。实际含义为了阻止假冒消费,反假冒运动必须引起消费者高估公众关注程度的倾向。广告吸引力必须通过涉及知名品牌的更高阶层受众来增强自我意识,从而强调对尴尬的预期。原创性/价值本文通过证明假冒奢侈品消费是由获得认可和避免不认可的反补贴动机驱动的,对假冒文学做出了新颖的贡献。这篇论文偏离了主流理论,证明假冒奢侈品的买家通过选择不起眼的假冒品来进行保护性的自我展示。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
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来源期刊
Journal of Consumer Marketing
Journal of Consumer Marketing Business, Management and Accounting-Business and International Management
CiteScore
5.00
自引率
7.10%
发文量
68
期刊介绍: ■Consumer behaviour ■Customer policy and service ■Practical case studies to illustrate concepts ■The latest thinking and research in marketing planning ■The marketing of services worldwide
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