Counterfeit Luxury Consumption in a Social Context: The Effects on Females’ Moral Disengagement and Behavior

What happens when females use counterfeit luxury products in a social context? The authors show that counterfeit users view social interactions they have with other people as a possible signal that their counterfeit product has been judged to be an authentic luxury product (high authenticity signal) or a counterfeit product (low authenticity signal). Low authenticity signals trigger higher levels of social anxiety than do high authenticity signals. And, higher levels of social anxiety result in decreases in moral disengagement regarding counterfeit purchases. The end result is that low authenticity signals lead to lower purchase intentions and actual spending on counterfeit luxury goods compared to high authenticity signals. In a final study, the authors use these findings to develop a new anticounterfeit advertising strategy, and show it to be effective in reducing females’ interest in purchasing counterfeit luxury products in the future.