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 is mediated by the need for self-enhancement. Furthermore, moral decoupling moderates this relationship, such that the mediated relationship is stronger when moral decoupling is high rather than low. The findings provide strategic insights for brand managers and policy makers to reduce demands for counterfeit products and tackle the counterfeit industry effectively.

中文翻译：

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实际与理想的自我差异如何以及何时导致假冒奢侈品购买意图：一种有调节的中介模型

本研究利用自我差异和道德脱钩理论，调查实际-理想自我差异 (AISD) 如何以及何时导致消费者购买假冒奢侈品牌的意图。在一项调查研究（研究 1：N  = 531）和一项实验研究（研究 2：N = 543），这项研究表明，AISD 与消费者对假冒奢侈品的购买意愿呈正相关，并且这种关系通过自我提升的需要来调节。此外，道德脱钩缓和了这种关系，因此当道德脱钩高而不是低时，中介关系更强。这些发现为品牌经理和政策制定者提供了战略见解，以减少对假冒产品的需求并有效应对假冒行业。