Abstract
This article explores how consumers’ desire for face, a universal social psychological phenomenon, can paradoxically encourage and discourage the consumption of counterfeit luxury goods. Drawing on the Chinese concept of mianzi and the Western concept of prestige, we develop a theoretical framework that elucidates the dual characteristics of face: internal face (the desire for self-respect and authenticity) and external face (the desire for social recognition and status). Through a series of studies combining surveys, experiments, and content analysis, we demonstrate that internal face is negatively associated with counterfeit consumption, as it emphasizes genuine self-expression and ethical considerations. Conversely, external face is positively associated with counterfeit consumption, as it drives individuals to acquire symbols of status, regardless of their authenticity. We further identify moderating factors, such as product visibility and social comparison orientation, which influence the relative impact of internal and external face on counterfeit consumption. This research contributes to the literature on consumer behavior, luxury branding, and cross-cultural psychology by offering a nuanced understanding of the psychological mechanisms underlying counterfeit consumption and the multifaceted role of face in shaping consumer choices. Our findings also provide practical implications for luxury brands and policymakers in developing effective strategies to combat the pervasive issue of counterfeiting.
Keywords
face, counterfeit consumption, luxury goods, mianzi, prestige, internal face, external face, consumer behavior, social psychology, brand management