TY - JOUR
T1 - Cross-cultural effects of self-discrepancy on the consumption of counterfeit branded luxuries
AU - XIAO, Jiongen
AU - LI, Chunyu
AU - PENG, Ling
PY - 2018/9/10
Y1 - 2018/9/10
N2 - Purpose: Consumers’ motivations for purchasing counterfeit branded luxuries are a topic of heated discussion amongst academics and practitioners. Drawing on self-discrepancy theory, the purpose of this paper is to examine the effects of actual-ideal self-discrepancy on consumers’ attitudes towards counterfeit branded luxuries. It investigates how self-monitoring and perceived social risk moderate this effect. Furthermore, it explores cross-cultural differences in the impact of actual-ideal self-discrepancy. Design/methodology/approach: A pilot study provides preliminary evidence that highlights the importance of actual-ideal self-discrepancy in counterfeit consumption. Based upon a large-scale survey across Hong Kong, the USA and Australia, the principal study explores the moderating effect of self-monitoring and perceived social risk as well as cross-cultural differences. Findings: The results indicate that self-discrepancy increases consumers’ tendency to engage in symbolic consumption, and that consumption of counterfeit branded luxuries can serve the social function of self-expression to reduce the discomfort induced by self-discrepancy. Self-monitoring and perceived social risk have significant moderating effects, with the former strengthening and the latter attenuating this effect. Moreover, the effect of self-discrepancy is more pronounced amongst individualistic consumers than collectivistic consumers. Originality/value: This is the first study to highlight the significance of self-discrepancy in the consumption of counterfeit branded luxuries. It examines the important moderating effects of self-monitoring and perceived social risk. Consumers from collectivistic and individualistic cultures define their self-concept differently, thus the findings provide meaningful cross-cultural information on the impact of self-discrepancy in counterfeit consumption.
AB - Purpose: Consumers’ motivations for purchasing counterfeit branded luxuries are a topic of heated discussion amongst academics and practitioners. Drawing on self-discrepancy theory, the purpose of this paper is to examine the effects of actual-ideal self-discrepancy on consumers’ attitudes towards counterfeit branded luxuries. It investigates how self-monitoring and perceived social risk moderate this effect. Furthermore, it explores cross-cultural differences in the impact of actual-ideal self-discrepancy. Design/methodology/approach: A pilot study provides preliminary evidence that highlights the importance of actual-ideal self-discrepancy in counterfeit consumption. Based upon a large-scale survey across Hong Kong, the USA and Australia, the principal study explores the moderating effect of self-monitoring and perceived social risk as well as cross-cultural differences. Findings: The results indicate that self-discrepancy increases consumers’ tendency to engage in symbolic consumption, and that consumption of counterfeit branded luxuries can serve the social function of self-expression to reduce the discomfort induced by self-discrepancy. Self-monitoring and perceived social risk have significant moderating effects, with the former strengthening and the latter attenuating this effect. Moreover, the effect of self-discrepancy is more pronounced amongst individualistic consumers than collectivistic consumers. Originality/value: This is the first study to highlight the significance of self-discrepancy in the consumption of counterfeit branded luxuries. It examines the important moderating effects of self-monitoring and perceived social risk. Consumers from collectivistic and individualistic cultures define their self-concept differently, thus the findings provide meaningful cross-cultural information on the impact of self-discrepancy in counterfeit consumption.
KW - Counterfeit branded luxuries
KW - Cross-cultural differences
KW - Perceived social risk
KW - Self-discrepancy
KW - Self-monitoring
UR - http://www.scopus.com/inward/record.url?scp=85055993441&partnerID=8YFLogxK
U2 - 10.1108/APJML-12-2017-0341
DO - 10.1108/APJML-12-2017-0341
M3 - Journal Article (refereed)
AN - SCOPUS:85055993441
SN - 1355-5855
VL - 30
SP - 972
EP - 987
JO - Asia Pacific Journal of Marketing and Logistics
JF - Asia Pacific Journal of Marketing and Logistics
IS - 4
ER -