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The counterfeit self: the deceptive costs of faking it.
Psychol Sci. 2010 May; 21(5):712-20.PS

Abstract

Although people buy counterfeit products to signal positive traits, we show that wearing counterfeit products makes individuals feel less authentic and increases their likelihood of both behaving dishonestly and judging others as unethical. In four experiments, participants wore purportedly fake or authentically branded sunglasses. Those wearing fake sunglasses cheated more across multiple tasks than did participants wearing authentic sunglasses, both when they believed they had a preference for counterfeits (Experiment 1a) and when they were randomly assigned to wear them (Experiment 1b). Experiment 2 shows that the effects of wearing counterfeit sunglasses extend beyond the self, influencing judgments of other people's unethical behavior. Experiment 3 demonstrates that the feelings of inauthenticity that wearing fake products engenders-what we term the counterfeit self-mediate the impact of counterfeits on unethical behavior. Finally, we show that people do not predict the impact of counterfeits on ethicality; thus, the costs of counterfeits are deceptive.

Authors+Show Affiliations

University of North Carolina-Chapel Hill, Kenan-Flagler Business School, Campus Box 3490, McColl Building, Chapel Hill, NC 27599-3490, USA. fgino@unc.eduNo affiliation info availableNo affiliation info available

Pub Type(s)

Journal Article

Language

eng

PubMed ID

20483851

Citation

Gino, Francesca, et al. "The Counterfeit Self: the Deceptive Costs of Faking It." Psychological Science, vol. 21, no. 5, 2010, pp. 712-20.
Gino F, Norton MI, Ariely D. The counterfeit self: the deceptive costs of faking it. Psychol Sci. 2010;21(5):712-20.
Gino, F., Norton, M. I., & Ariely, D. (2010). The counterfeit self: the deceptive costs of faking it. Psychological Science, 21(5), 712-20. https://doi.org/10.1177/0956797610366545
Gino F, Norton MI, Ariely D. The Counterfeit Self: the Deceptive Costs of Faking It. Psychol Sci. 2010;21(5):712-20. PubMed PMID: 20483851.
* Article titles in AMA citation format should be in sentence-case
TY - JOUR T1 - The counterfeit self: the deceptive costs of faking it. AU - Gino,Francesca, AU - Norton,Michael I, AU - Ariely,Dan, Y1 - 2010/03/23/ PY - 2010/5/21/entrez PY - 2010/5/21/pubmed PY - 2010/10/1/medline SP - 712 EP - 20 JF - Psychological science JO - Psychol Sci VL - 21 IS - 5 N2 - Although people buy counterfeit products to signal positive traits, we show that wearing counterfeit products makes individuals feel less authentic and increases their likelihood of both behaving dishonestly and judging others as unethical. In four experiments, participants wore purportedly fake or authentically branded sunglasses. Those wearing fake sunglasses cheated more across multiple tasks than did participants wearing authentic sunglasses, both when they believed they had a preference for counterfeits (Experiment 1a) and when they were randomly assigned to wear them (Experiment 1b). Experiment 2 shows that the effects of wearing counterfeit sunglasses extend beyond the self, influencing judgments of other people's unethical behavior. Experiment 3 demonstrates that the feelings of inauthenticity that wearing fake products engenders-what we term the counterfeit self-mediate the impact of counterfeits on unethical behavior. Finally, we show that people do not predict the impact of counterfeits on ethicality; thus, the costs of counterfeits are deceptive. SN - 1467-9280 UR - https://www.unboundmedicine.com/medline/citation/20483851/The_counterfeit_self:_the_deceptive_costs_of_faking_it_ L2 - https://journals.sagepub.com/doi/10.1177/0956797610366545?url_ver=Z39.88-2003&rfr_id=ori:rid:crossref.org&rfr_dat=cr_pub=pubmed DB - PRIME DP - Unbound Medicine ER -