Buying "Fakes" To Be On the "Level"
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What is it?
This paper investigates a surprising motivation behind consumers' growing interest in counterfeit luxury goods: a desire to address income inequality.
They call this the "egalitarian value" of counterfeits.
The researchers argue that counterfeit luxury items, by offering a more accessible alternative to expensive authentic brands, can be perceived as a way to "level the playing field" and challenge the exclusivity of luxury markets.
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What do I need to know:
This research reveals our desire for a more just & equitable world can shape even our seemingly mundane shopping decisions.
By understanding the complex interplay of individual values, market forces, and social perceptions, we can gain a deeper understanding of consumer behavior and develop more effective strategies for promoting ethical and sustainable consumption.
Perceived income inequality drives demand for counterfeits: Across several studies, the researchers found that when people perceive greater income inequality, they view counterfeit luxury goods as more valuable for their egalitarian properties.
Not just about status: The effect persisted even when counterfeits were intended for private use, suggesting it's not simply about trying to impress others with fake status symbols.
Counterfeit luxury vs. non-luxury: The egalitarian value was specific to counterfeit luxury goods, not just any cheaper alternative, indicating that it's about challenging the exclusivity of luxury markets.
Source:
I often write about papers related to consumer psychology or psychology in general and having found an issue like this that starts from the papers makes me enthusiastic! Furthermore, I also appreciated it for the topic which is a consumption dynamic. Seeing the image I immediately thought of a study on the relationship between art and luxury, it is certainly a topic where there are many studies which in my opinion could be interesting to discuss!