How and when actual‐ideal self‐discrepancy leads to counterfeit luxury purchase intention: A moderated mediation model

Drawing on the self‐discrepancy and moral decoupling theories, this study investigates how and when actual‐ideal self‐discrepancy (AISD) leads to consumers' purchase intentions toward counterfeit luxury brands. Across a survey study (Study 1: N = 531) and an experimental study (Study 2: N = 543), this research demonstrates that AISD is positively related to consumers' purchase intention toward counterfeit luxury products, and this relationship...