Search
Program Calendar
Browse By Day
Search Tips
ACR Conference Home Page
Conference
Theme
Personal Schedule
Sign In
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.