The desire to signal identity to others is a significant motivation for engaging in luxury consumption. This chapter examines how five distinct identity-signaling motives (compensatory consumption, communicating cultural capital, mating, self-expression and differentiation) influence luxury consumption and considers how these motives are associated with different aspects of identity. It is proposed that these different signaling motives are integrated into consumers’ mental representations of aspects of their identity. Thus, according to the identity salience principle, when factors increase the salience of a particular identity within a person’s self-concept, this increases the likelihood that consumers will engage in luxury consumption and influences the types of luxury products that they consume. The chapter concludes by discussing how the consumption of luxury products can make identity salient to subsequently influence behavior.
Keith Wilcox and Judith Lynne Zaichkowsky
The counterfeiting of luxury products is one of the oldest crimes in history. Despite efforts by companies, governments and industry organizations to reduce counterfeit consumption, the market for counterfeit luxury goods continues to grow. This chapter examines the history of counterfeiting, as well as recent academic research examining the factors that shape consumers’ desire to purchase counterfeit luxury products. We build off these findings to suggest ways to curb counterfeit luxury consumption. Our central premise is that effective anti-counterfeiting efforts most not only focus on legal enforcement, but also on the motivational factors that shape consumers’ desire to purchase luxury counterfeits. By understanding these motivations effective strategies can be designed to reduce the demand for luxury counterfeits. In doing so, we also suggest directions for future academic research on luxury counterfeit consumption