Bian Xuemei, Haque Sadia, Smith Andrew
University of Kent, UK.
Br J Soc Psychol. 2015 Mar;54(1):37-54. doi: 10.1111/bjso.12073. Epub 2014 May 14.
The aim of this article is twofold: (1) to achieve a better understanding of the psychological determinants of the demand for luxury brand counterfeit products (LBCP) through exploring the effects of social power; (2) to extend power literature by identifying boundary conditions of the relationship between social power and compensatory consumption identified by Rucker and Galinsky (2008, J. Consum. Res., 35, 257-267) and Rucker and Galinsky (2009, J. Exp. Soc. Psychol., 45, 549-555). Findings from three experiments demonstrate that social power holds key insights into understanding consumers' purchase propensity for LBCP; product conspicuousness moderates the effects of social power on purchase propensity for status products; these moderation effects are only observed when the status products are LBCP but not genuine products. This article, therefore, contributes to the literature regarding the demand for counterfeits as well as the social power and compensatory consumption literature.
（1）通过探究社会权力的影响，更好地理解奢侈品假冒产品（LBCP）需求的心理决定因素；（2）通过确定Rucker和Galinsky（2008年，《消费者研究杂志》，35卷，第257 - 267页）以及Rucker和Galinsky（2009年，《实验社会心理学杂志》，45卷，第549 - 555页）所确定的社会权力与补偿性消费之间关系的边界条件，扩展权力文献。三项实验的结果表明，社会权力对于理解消费者购买LBCP的倾向具有关键见解；产品的显著性调节了社会权力对地位产品购买倾向的影响；这些调节效应仅在地位产品为LBCP而非正品时才会出现。因此，本文对有关假冒产品需求的文献以及社会权力和补偿性消费文献都有所贡献。
