The psychological effects of buying fake products

Not all people can afford to buy such popular high-brand products they would like. Some could afford them but want to spend less money. Therefore, some people end up purchasing genuine-looking copies of high-brand products. Some fake products are illegal pirated products, yet others are just "differentiated" (albeit the latter might be morally questionable, it is not unlawful). 

Previous research has found that most people who buy fake products buy them to gain better self-esteem and signal positive things about themselves to others. In other words, they buy these products to gain appreciation from others and to feel good about themselves. Gino et al. (2010) have investigated the subconscious psychological effects of using fake products. Especially the researchers wanted to find out if people fulfilled their goals. The participants in the study were divided into two different groups. Both were given genuine Chloé sunglasses, but the other group was told they were fake.

Interestingly, this framing affected how people behaved and thought about other people. The people who believed they had fake glasses considered other people dishonest and estimated that they might act unethically also in different circumstances. The subjects also behaved more dishonestly (i.e., cheated) than others in the test. Researchers believed that the subjects felt like cheaters, and due to these feelings, their attitudes toward others became cynical.

In summary, using fake products fails to boost one's ego and communicate the desired image. Furthermore, it negatively affected behavior and worldview. So, if we use counterfeit products, we feel like traitors, making us behave dishonestly and treat other people cynically. The study found that these effects were completely subconscious.

When a person feels like a traitor, they may also feel guilty. People feel guilty about many things. For example, Gauntlett and Hill (1999) have studied the feelings of guilt associated with watching television. According to their research, many people feel guilty about wasting time. Dhar & Wertenbroch (2012) have found that people feel guilty if they cannot act on the demands of their ideal selves. According to research, this phenomenon appears, especially when people think they should buy healthy food from a cafe but unhealthy treats. Since succumbing to delicacies indicates weak willpower, people feel guilty. 

These examples show that buying fake products has various subconscious psychological effects. The goal of increasing self-esteem is usually only sometimes achieved. Furthermore, using fake products negatively affects self-image, perception of other people, and worldview. The figure below sums up: 

References: 

 

Gino, Francesca & Norton, Michael I. & Ariely, Dan (2010): “The Counterfeit Self - The Deceptive Costs of Faking It”, Psychological Science May 2010 vol. 21 no. 5 712-720.

 

Gauntlett, David & Hill, Anette (1999): “TV Living- Television, Culture and Everyday Life”, Kirja, jossa kappale: “Television’s personal meanings: Companionship, guilt and Social interaction”, p. 110-139. 

 

Dhar, Ravi & Wertenbroch, Klaus (2012): “Self-Signaling and the Costs and Benefits of Temptation in Consumer Choice”; Journal of Marketing Research, Volume 49, Number 1, February 2012

 

Wray, Herbert (2010): “Faking It: Why Wearing Designer Knockoffs May Have Hidden Psychological Costs”, Polishing your self-image with counterfeit goods may lead to lying, cheating and cynicism, Scientific American, 23.8.2010