Hidden psychological reasons among counterfeit and conspicuous fashion products
: self-perceptions versus others' perceptions

  • Chiara Casale (Student)

Student thesis: Master's Thesis

Abstract

The study of conspicuous and fashion products is central for the understanding of the role of material goods in social relationships and the impact of consumer culture on society. The present research examines the main differences between people's perceptions of themselves and their perception of how other people can judge them while using fashion products. In particular, their choice was compared between genuine and counterfeit, conspicuous or non conspicuous items. Through experimental research, this paper reveals a common thought for genuine products in both self-perceptions and others’ perceptions, since such products are more attractive to consumers who usually prefer to display their wealth and status. On one side, conspicuous fashion items increase the perception of having a higher self-image. Also, these products lead to a greater social adjustive function and expression of value in consumers if other people perceive fashion items as essential elements within social contexts. On the other side, counterfeit and conspicuous products will be seen as a lack of social status regarding how others judge people while using these products, projecting a negative influence on their perception. Overall, this study underscores the significance of comprehending the social consequences associated with fashion products and emphasizes the necessity of taking into account how others may perceive consumers based on their use of such items, and how this can impact their decision-making process.
Date of Award9 May 2023
Original languageEnglish
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorJoão Niza Braga (Supervisor)

Keywords

  • Fashion
  • Conspicuous
  • Counterfeit
  • Self-perception
  • Others' perception

Designation

  • Mestrado em Gestão e Administração de Empresas

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