Why Do Consumers Buy Counterfeit Luxury Brands?
作者研究了消费者购买假冒奢侈品的心理动机。他们发现，当消费者购买奢侈品主要是为了社交（比如表达自我或融入群体）时，他们更可能购买假冒品，并且对正品的兴趣会下降。相反，如果消费者买奢侈品是为了表达个人价值观，那么他们的道德观念会抑制对假冒品的偏好。此外，作者指出，营销手段（如产品设计、广告）可以影响消费者的社交动机，从而通过调整营销组合来减少对假冒品的需求。
This research demonstrates that consumers’ desire for counterfeit luxury brands hinges on the social motivations (i.e., to express themselves and/or to fit in) underlying their luxury brand preferences. In particular, the authors show that both consumers’ preferences for a counterfeit brand and the subsequent negative change in their preferences for the real brand are greater when their luxury brand attitudes serve a social-adjustive rather than a value-expressive function. In addition, consumers’ moral beliefs about counterfeit consumption affect their counterfeit brand preferences only when their luxury brand attitudes serve a value-expressive function. Finally, the authors demonstrate that the social functions served by consumers’ luxury brand attitudes can be influenced by elements of the marketing mix (e.g., product design, advertising), thus enabling marketers to curb the demand for counterfeit brands through specific marketing-mix actions.