N2. The Devil Wears FAKE Prada: Dual Envy Theory Explains Why Consumers Intend to Purchase Non-Deceptive Luxury Counterfeits

• In Event: Working Paper Session & Reception
  In Working Paper Session: Pod N: Emotions

Short Abstract

Applying the dual envy theory to understand why consumers deliberately intend to purchase non-deceptive luxury counterfeits, we posit that benign enviers intend to purchase such counterfeits when they cannot afford the original, whereas malicious enviers are driven to purchase such counterfeits by a desire to punish the unfair original brand.

Authors

• Tanvi Gupta, Indian Institute of Management Bangalore

• Preeti Krishnan Lyndem, Indian Institute of Management Bangalore