Social-adjustive Function Research Articles

SUSTAINABLE BEHAVIORS AND PERSONALITY MODERATING THE STATUS GOAL AND PURCHASE INTENTION RELATIONSHIP OF LUXURY BRANDS

Luxury brands are related to two major mechanisms of social adaptation: value-expressive and social-adjustive. Researchers have established that these two functions are likely to influence customer purchase intention. Additionally, evidence suggests an interaction between sustainability beliefs and personality traits. Traditional, luxury brand purchasers are considered carefree of sustainability considerations. Therefore, a research gap exists regarding sustainable behaviors and personality issues in relation to luxury brands. Thus, building on a model of the effects of the value-expressive and social-adjustive functions of luxury brands on purchase intention, this study analyzes the effects of two types of moderating variables, namely, sustainable consumption (anthropocentrism, perceived self-efficacy, ecological behavior, conservatism, and egoism) and personality traits (conscientiousness, extraversion, openness, and neuroticism). Results of a structural equation modeling analysis with nested models, using a sample of 299 U.S. luxury car consumers, reveal that for the value-expressive and purchase intention relationship, only perceived self-efficacy shows a negative moderating effect. Meanwhile, for the relationship between social-adjustive and purchase intention, anthropocentrism, egoism, extraversion, and neuroticism demonstrate moderating effects. Thus, the variables here proposed primarily moderate the social-adjustive and purchase intention relationship. Therefore, luxury product firms pursuing a long-term sustainability agenda may benefit from strategies based on social-adjustive needs.

Individual characteristics linking cognitive, affective and conative mechanisms among vegetarian restaurant customers

PurposeDespite the recent increase in vegetarian food consumption, studies on this topic have focused on the product category. Based on the functional theory of attitude and the cognitive–affective–conative framework, this study investigates the impact of customer individuality (i.e. uniqueness and level of self-monitoring) on cognitive attitude (i.e. social-function attitudes), which leads to conative attitude (i.e. behavioral intentions) via affective attitudes toward vegetarian restaurants.Design/methodology/approachThe sample (n = 176) comprises experienced vegetarian restaurant customers in the USA. Multi-group analysis is used to examine differences between vegetarian and non-vegetarian customers, as well as customers' low and high frequency in visiting vegetarian restaurants.FindingsUsing partial least squares structural equation modeling, this study finds the relative impact of customers' personal traits on self-expressive and social-adjustive functions. Results highlight the role of the social-adjustive function as an antecedent of affective attitudes leading to positive behavioral intentions. Last, the findings from a multi-group analysis show that customer self-monitoring is the only significant antecedent of a cognitive attitude among vegetarian customers.Originality/valueThe present study adds to the literature regarding trait attributes and corresponding cognitive, affective and conative attitudes in the context of the vegetarian food service industry.

Precis: the mismeasure of the self

ABSTRACT In this precis of The Mismeasure of the Self I summarise and motivate the attitudinal framework adopted in the book. I defend an account of intellectual humility as a virtue of self-evaluation based on attitudes to the self motivated by the need for knowledge. I provide brief descriptions of some intellectual vices of inferiority and superiority and explain that they are underpinned by attitudes serving either ego-defensive or social adjustive functions. Finally, I detail some of the harms caused by these vices, defend the view that people are responsible for them, and describe an intervention designed to ameliorate vice.

Choice consistency and inconsistency between self- and gift-purchases: the role of attitude functions

Purpose This paper aims to explore when and why consumers hold inconsistent and consistent choices between self- and gift-purchases. Design/methodology/approach Across three paper-based questionnaire experiments, the authors examine how consumers’ preferences for desirability and feasibility vary with purchase types (self- vs gift-purchases) based on the functional theories of attitudes. The authors examine consumers’ attitude functions and their self-monitoring closely associated with chronic attitude functions. Findings The findings show that the social adjustive function moderates whether consumers hold consistent or inconsistent preferences across the two purchases. Specifically, consumers generally rely more on desirability in gift-purchases than self-purchases, whereas this inconsistent preference only exists when the social adjustive function is comparable or advantaged to the utilitarian function. When the social adjustive function is significantly disadvantaged relative to the utilitarian function, consumers consistently prefer feasibility irrespective of self- or gift-purchases. Research limitations/implications The research contributes to the familiar topic of consumers’ choice trade-offs between self- and gift-purchases. It documents the moderating role of the social adjustive function of consumers’ attitudes in whether they hold consistent or inconsistent choices across the two purchases. This extends the extensive research on self-other decisions. Practical implications The findings strongly suggest retailers identify or manipulate consumers’ attitude functions to make the attitude functions align with the purchase type when recommending products. Originality/value Most relevant literature focuses on exploring choice differences between self- and gift-purchases. This research not only explores the choice differences but also attempts to find the condition under which people’s choices do not differ between the two purchases.

Art infusion and functional theories of attitudes toward luxury brands: The mediating role of feelings of self-inauthenticity

Underpinned by art infusion theory and functional theories of attitudes, this present research examines the art infusion effect on brand evaluation among consumers whose attitudes might serve a value-expressive or social-adjustive function, and the role of self-inauthenticity feelings in these relationships. We conducted three experimental studies to test our hypotheses.The objective of Studies 1 and 2 was to confirm the moderating effect of value-expressive function on the relationship between art infusion and brand attitudes.Study 3 aimed to test the mediating effect of self-inauthenticity feelings among customers harboring value-expressive attitudes. Participants with high levels of value-expressive attitudes reported more positive brand evaluation whentheadvertisement featured an artwork (vs. no artwork).Furthermore, art infusion reduced the feelings of self-inauthenticity, thereby enhancing brand attitudes.The findings highlight the importance of art infusion pertinent to improving brand evaluation and mitigating potential negative psychological consequences of luxury consumption, a relatively unexplored research area.

The relationship between functional theory of attitudes and purchase intention of counterfeit luxury sunglasses: A moderated moderated-mediation conditional model

ABSTRACT This study aims to empirically examine the effect of attitudinal functions: social-adjustive, value-expressive, ego-defensive, and product knowledge on consumer purchase intention for non-deceptive counterfeit Ray-Ban sunglasses. Most importantly, instead of direct relationships, we study the complex inter-relationships between these attitudinal functions on consumers’ purchase intention of counterfeit products. The data were collected from 421 respondents from Eastern UP, India, and after checking the measurement properties of the survey instrument Hayes (2018) PROCESS was used to analyze the data. The results from the study indicate that (i) social-adjustive function is positively related to purchase intention, (ii) social adjustive function is positively related to product knowledge function, (iii) value expressive function moderates the relationship between product knowledge function and purchase intention, (iv) ego defensive function (second moderator) moderates the moderated relationship between social adjustive function and value expressive function (first moderator) mediated through product knowledge function. The results did not support the negative relationship between product knowledge and purchase intention of counterfeit Ray-Ban sunglasses. The present study has several implications for (i) the literature on consumers’ behavior concerning counterfeit products, (ii) managers aiming to sell non-deceptive counterfeit products, and (iii) policy-making bodies and agencies concerning counterfeit products.

Effect of knowledge, social and religious factors effecting the intention of Muslims in Pakistan to receive COVID-19 vaccination: mediating role of attitude towards COVID-19 vaccination

PurposeThis study aims to empirically examine the knowledge, social and religious factors effecting the intention to receive COVID-19 vaccination while considering the mediating role of attitude towards COVID-19 vaccination. The research explores how the Islamic ideologies shape Muslims’ knowledge, social and religious beliefs towards COVID-19 vaccination acceptance or refusal.Design/methodology/approachTheoretically, the study is based on the functional theory of attitudes. The model of the study is comprised of nine variables explaining the attitude and intention towards COVID-19 vaccination. Among nine variables, perceived Islamic religiosity, perceived behavioural control and Halal consciousness among Muslims are explained through the value-expressive function of attitude. Furthermore, the perceived risk of COVID-19, the perceived side effect of COVID-19 vaccination and the perceived efficacy of COVID-19 vaccination are considered in the model based on the utility function of attitude. Moreover, social influence for COVID vaccination, subjective norms and group conformity are abstracted from the social-adjustive function of attitude. This study used a quantitative survey research method to test the hypotheses. A total of 1,000 questionnaires were distributed to non-vaccinated Muslim respondents from five cities in Pakistan. The structural equation modelling (SEM) technique was used to test the relationship among the variables in the proposed model. The partial least square-SEM method explained the variances in the dependent variables. Moreover, to test the structure of data, different statistical tests, including exploratory factor analysis (EFA), factor loadings and average variance extracted, were used with the help of Statistical Package for the Social Sciences (SPSS) and analysis of a moment structures (AMOS) 23.0 version.FindingsResults for direct effect showed a significant negative effect of Islamic religiosity, perceived behavioural control, halal consciousness, perceived side effect of COVID-19 vaccination, social influence, subjective norm and group conformity on attitude towards COVID-19 vaccination. In contrast, insignificant results showed no relationship of perceived risk from COVID-19 infection and perceived efficacy of COVID-19 vaccination with attitude towards COVID-19 vaccination. Results for mediating effect showed the significant negative mediating effect of attitude towards COVID-19 vaccination between Islamic religiosity, perceived behavioural control, halal consciousness, perceived side effect, social influence, subjective norm, group conformity and intention to receive COVID-19 vaccination. While results showed the insignificant mediation of attitude towards COVID-19 between perceived risk from COVID-19 infection, perceived efficacy of COVID-19 vaccination and intention to receive COVID-19 vaccination.Research limitations/implicationsFurther studies are required to compare the attitude and intention among the temporary refusal group (those who will consider vaccination the future) and the permanent refusal group (those who will not consider vaccination the future). Comparing Muslim and non-Muslim groups can also explain differences in attitude and intention towards COVID-19 vaccination.Originality/valueThe area of acceptance and refusal of COVID-19 vaccination has been given limited attention in academic literature. Theoretically, this research has proposed a well-defined model to explain the attitude of Muslims towards COVID-19 vaccination. This model can helpf predict the attitude and intentions of Muslims towards vaccination or medicines. Moreover, this research is a unique contribution for the vaccination brands to consider the discussed factors before launching their brand in Muslim countries.

Consumer attitudes towards flying amidst growing climate concern

Despite increasing attention on air travel’s significant and disproportionate contribution to climate change, meaningful reduction in consumer demand is nowhere in sight. Taking a consumer behaviour approach, this study adopts Katz’s attitude functions theory as a framework to better understand factors that shape attitudes towards discretionary air travel amidst growing climate concern. Interviews with Australian travellers indicate that the functions of air travel attitudes are utilitarian, value-expressive, and social-adjustive. These functions serve independent yet interrelated purposes. The ego-defense function was generally dormant until triggered when climate change was discussed directly, but then served as a mechanism for protecting the value-expressive and social adjustive functions. The timeliness and importance of the paper’s insights have been amplified by the need to rebuild post-COVID aviation for a climate safe future.

Regulatory focus and consumption of counterfeit luxury goods: Roles of functional theories of attitudes and perceived similarity

Four studies show that promotion (vs. prevention) focus leads to greater counterfeit consumption, and that social functions of attitudes and perceived similarity form a chain mediation underlying these effects. Study 1 links chronic regulatory focus to counterfeit consumption behavior in both China and South Korea. Study 2 replicates Study 1′s findings using primed regulatory focus and a behavioral measure of counterfeit preference. Study 3 tests the effect of regulatory focus on counterfeit consumption in a different context and demonstrates the mediating roles of social functions of attitudes and perceived similarity. Study 4 examines the boundary condition of social functions of attitudes: When social-adjustive function is made salient (compared to a control condition), prevention-focused consumers’ counterfeit consumption is elevated, whereas promotion-focused consumers’ counterfeit consumption is unaffected. However, when value-expressive function is made salient (compared to a control condition), promotion-focused consumers’ counterfeit consumption is reduced, whereas prevention-focused consumers’ counterfeit consumption is unaffected.

Air travel attitude functions

Forecast growth in global demand for air travel is incompatible with emissions reduction targets. Scholarly attention is urgently needed to address attitude and behaviour change that supports sector-wide emissions reduction. Informed by the longstanding field of consumer psychology, the innovative approach adopted in this paper is to critically address air travel behaviour change through the application of attitude function theory. An analysis of the literature reveals that current attitudes reflect industry myths, and are further hampered by travellers’ knowledge gaps regarding the relationship between aviation and climate change. Five attitude functions are analysed in the context of attitudes to air travel; knowledge, utilitarian, value-expressive, ego-defensive and social adjustive functions. A conceptual framework is presented that integrates attitude structure, attitude function and the elaboration likelihood model of persuasion as an innovative approach to address discretionary air travel and behaviour change at the level of the individual consumer. Utilizing this framework, future research can help develop a critical understanding of the antecedents that shape attitudes. Researchers will be better positioned to create persuasive messages aimed at changing attitudes towards air travel, as arguably the key step towards the illusive goal of significant behaviour change and a shift towards more sustainable tourist mobilities.

Consumers' Implicit Motivation Of Purchasing Luxury Brands: An EEG Study.

PurposeThis study aims to explore consumers’ implicit motivations for purchasing luxury brands based on the functional theories of attitudes by using event-related potentials (ERPs).MethodsBrand authenticity and logo prominence were used to modulate the social-adjustive function and value-expressive function, respectively. Twenty right-handed healthy female undergraduates and graduates participated in an experiment that has a 2 brand authenticity (genuine/counterfeit) × 2 brand prominence (prominent logo/no logo) design. In the experiment, participators browsed different luxury handbags with different brand authenticity and logo prominence, and then reported their purchase intentions on a five-point scale. Meanwhile, EEGs were recorded from the subjects throughout the experiment. In the analysis process, three ERP components, which can, respectively, reflect the cognitive conflict (N200), emotional conflict (N400) and motivational emotional arousal (LPP) during the evaluation of marketing-related stimuli, were mainly focused.ResultsFor counterfeit brands, the no logo condition elicited significant larger N200 amplitude, marginally significant larger N400 amplitude and significant smaller LPP amplitude than the prominent logo condition. However, for genuine brands, this modulation effect of logo prominence cannot be found. These results imply that consumers’ implicit social motivations for purchasing luxury brands come from the satisfaction of at least one social goal. When one goal cannot be satisfied, consumers will more expect the satisfaction of another one. If this expectation is violated, it seems to be unexpected and unacceptable. Thus, greater anticipation conflict (N200) and emotion conflict (N400) will be induced, and the purchase motivation (LPP) cannot be aroused.ConclusionConsumers’ preferences for luxury brands are based on the satisfaction of their social goals. These social goals always coexist and perform as compensation with each other. The dissatisfaction of one social goal would promote their expectation of the satisfaction of another social goal.

Investigating brand visibility in luxury consumption

In this research, we propose a theoretical framework integrating functional theories of attitudes and consumer motivations in the context of luxury consumption. As such, this research offers a unique perspective into the investigation of brand visibility in luxury consumption. Three experimental studies were conducted involving advertisements for a luxury brand (i.e. Gucci). For each study, respondents were drawn from a Qualtrics opt-in survey panel. The findings highlight the fundamental issue as to why consumers acquire luxury brands. That is, to construct a desirable self-concept by communicating central beliefs, attitudes and values to others (self-expressive) or alternatively, to gain approval in social situations (social-adjustive). Furthermore, this research shows that when consumers are exposed to an advertisement that espouses a value-expressive versus a social-adjustive function of attitude, they tend to prefer subtle versus explicit visibility as determined by their intrinsic versus extrinsic motivation. Some research has previously been undertaken investigating links between brand visibility and consumer motivation in the luxury context. This study contributes to this literature through the introduction and testing of moderating variables demonstrating that consumer preference for brand visibility is driven not only by consumer motivation but also by the perceived social function of luxury consumption. Theoretical and practical implications are discussed.

The Devil might wear Prada, but Narcissus wears counterfeit Gucci! How social adjustive functions influence counterfeit luxury purchases

People buy counterfeit luxury goods for a range of reasons, including status and belonging. Previous research has shown these stem from an individual's value-expressive or social-adjustive attitudes. However, there appears to be limited research identifying a clear causal relationship between these and intention to purchase counterfeit goods, or how these attitude functions might be used to inhibit purchase of counterfeit luxury products. Using a mixed (survey/experiment) design, in two studies this research demonstrates an individual's social adjustive function has a positive influence on purchase intent for counterfeit luxury goods. However, the use of value expressive ad appeals can limit this effect on consumer decision making. The findings also demonstrate the existence of contingent effects across different levels of product involvement and product knowledge. The contingent effects help better understand the inconsistent findings in the literature regarding the influence of value-expressive and social-adjustive functions on counterfeit purchase intention, and shed light on the interplay among these variables.

Intellectual Servility and Timidity

Intellectual servility is a vice opposing proper pride about one’s intellectual achievements. Intellectual timidity is also a vice; it is manifested in a lack of proper concern for others’ esteem. This paper offers an account of the nature of these vices and details some of the epistemic harms that flow from them. I argue that servility, which is often the result of suffering humiliation, is a form of damaged self-esteem. It is underpinned by attitudes serving social-adjustive functions and causes ingratiating behaviors. Timidity, which is habituated through self-silencing, is underpinned by negative attitudes toward the intellectual worth of the self, which serve a defensive function. Like servility, timidity is an obstacle to the acquisition and transmission of knowledge and especially knowledge about oneself.

TALKING ABOUT MY GENERATION REVISITING THE INFLUENCE OF AGE IN LUXURY COUNTERFEIT CONSUMPTION

This research investigates the influence of age in luxury counterfeit consumption in the Gulf Cooperation Council (GCC) countries. More specifically, a pilot quantitative survey conducted in the United Arab Emirates demonstrates that GCC consumers’ age has a positive influence on counterfeit luxury consumption, which runs counter the general consensus observed in the counterfeiting literature. Based on 25 in-depth interviews, a follow-up qualitative study explores this unexpected result using the functional theory of attitudes. It shows that the experience of the region’s major socio-economic changes in the last 40 years may explain the shift on how consumers understand the value of things, and therefore the existence of a positive correlation between age and counterfeit consumption in the GCC countries. This article contributes to the field of luxury counterfeit research and expands theoretical understanding on consumer responses of different age groups to counterfeit consumption. Our analyses corroborate the relevance of the functional theories of attitudes in explaining both luxury and counterfeit consumptions. Social-adjustive function is dominant for young people, however, the attitudes, which serve the social-adjustive function, are less likely to drive counterfeit consumption. Further, the research refines the existing model, suggesting that the value-expressive function served by different attitudes was relevant on both age groups, but depending on the values which are expressed, it influences the counterfeit consumption. The findings are of significant interest for public policy makers, luxury brand managers fighting counterfeiting, and more generally to any managers dealing with GCC nationals.

Intimacy of the Russian upper middle class with luxury fashion

Russia has developed into one of the most important markets for luxury goods in the world. The aim of this study is to determine the factors influencing Russian consumers’ intentions to purchase luxury fashion goods. We focus on the growing high-middle- and middle-class consumer behavior patterns. This study attempts to contest practitioners’ knowledge and folklore with research hypotheses and to evaluate these in a rigorous quantitative process. We investigate the factors influencing Russian consumers’ intentions to purchase goods of luxury fashion brands based on two different models. The “Attitude toward Luxury Brands” (social-adjustive function) quantifies the extent to which luxury brands are facilitating self-expression of the owner and the projection of a particular image in socia settings. Additionally, we use the “Attitude toward Luxury Brands” (value-expressive function) in order to quantify the degree to which luxury brands are expressing the buyer’s self (beliefs, attitudes, values). The results of our analysis confirm practitioners’ prior beliefs that Russian consumer behavior patterns in luxury markets predominantly correspond to characteristics of symbolic consumption.

The impact of attitude functions on luxury brand consumption: An age-based group comparison

The main purpose of this study is to understand the consumption of luxury brands in different age groups. Attitude functions (social-adjustive, value-expressive, hedonic, utilitarian) explain luxury brand consumption among three age groups. A total of 297 respondents between the age of 16 and 59 participated in a survey. Using structural equation modeling, this study shows that the hedonic and utilitarian attitude functions are relevant across all age groups, while the impact of the social functions greatly differs among the target groups. Whereas the social-adjustive function strongly enhances luxury brand purchase behavior of late adolescents (16–25years), value-expressiveness only impacts the luxury consumption of young adults (26–39years). The social functions do not determine the acquisition of luxury brands by middle-aged adults (40–59years).

WORD-OF-MOUTH AND LUXURY BRAND CONSUMPTION: THE ROLE OF ATTITUDE FUNCTIONS

This study aims to investigate the effect of word-of-mouth on the purchase of genuine and counterfeit luxury brands. It also examines the roles of attitude functions and social norm in the relationship between word-of-mouth communication and consumers’ luxury brand evaluation. A 2 (information source: advertising vs. word-of-mouth) × 2 (luxury brand: genunie vs. counterfeit) between-subjects experimental design was used to collect the data. A total of 153 adult consumers from Shanghai, China were recruited and randomly assigned to one of the four experimental conditions. Prior to the conduction of the actual experiment, a pretest of 30 respondents was conducted to determine the brands and scenarios selected for the experiments. Attitude function (social-adjustive function or value-expressive function) is measured by a self-monitoring scale. Social norm, luxury brand evaluations on genuine and counterfeit luxury brands were measured. MANOVA and ANOVA were performed to examine the proposed hypotheses. Results indicated that purchase intention for counterfeit luxury brand was moderated by subjective norm. Word-of-mouth increased the subjective norm related to the disapproval of counterfeits, compared to traditional advertising. Subjective norm was found to strongly influence consumers’ counterfeit luxury brand evaluation. The relationship between subjective norm and counterfeit consumption was positively significant. The moderating effects of self-monitoring and subjective norm on consumers’ evaluations and consumption for counterfeit luxury brands were found to significant. In short, the findings support the proposed hypotheses and showed that positive word-of-mouth was an efficient way to enhance consumers’ purchase intentions for genuine luxury brands, and also an effective means to decrease purchase intentions for counterfeit luxury brands. The results reveal that social-adjustive function and value-expressive function served by luxury brand consumption can be increased by positive word-of-mouth. Furthermore, higher levels of social-adjustive function and value-expressive function served by publicly consumed product (vs. privately consumed product) are found, indicating that product categories also affect the attitude functions served by luxury brand consumption. Managerial recommendations are provided to the marketing managers for luxury brands.

Effects Of Intrinsic And Extrinsic Religiosity On Attitudes Toward Products: Empirical Evidence Of Value-Expressive And Social-Adjustive Functions

Religiosity affects various aspects of consumer behavior. This research distinguishes two dimensions: Intrinsic religiosity is lived per se, as a personal and intimate value; extrinsic religiosity is an instrument to attain personal goals by connecting with other people. Intrinsic and extrinsic religiosity likely affect the functions of consumers attitudes toward products, both value-expressive (e.g., to express the individual self) and social-adjustive (e.g., to be accepted by social groups). Intrinsically religious consumers have an inner self defined by their religiosity, so they do not seek social approval. They should have less need for products to express their inner selves or manifest social ties, compared with extrinsically religious consumers. In contrast, extrinsic religiosity may increase both value-expressive and social-adjustive functions of products. Study 1 supports these hypotheses; intrinsic religiosity decreases the value-expressive and social-adjustive functions of consumer attitudes, whereas extrinsic religiosity increases both attitude functions. Study 2 applies these findings to an advertising context and reveals that the purchase intentions of intrinsically religious consumers increase when they view a value-expressive instead of a social-adjustive advertisement. Purchase intentions among extrinsically religious consumers are higher than those of intrinsically religious consumers when they view a social-adjustive advertisement.

Why Genuine Luxury Brands Are Consumed? Counterfeits? Examining Consumer Identification

Owing to increased number of luxury brand users, both genuine and counterfeit luxury product consumption continues to increase every year. Luxury brand is defined as use or display of a particular branded products which brings the ownership prestige apart from its functional utility(Grossmand and Shapiro 1988). Some luxury brands have imitations sold in marketplace due to their popularity. These imitations or counterfeits have been jumping on the bandwagon of the upturn in sales of their originals. The purpose of our study is to understand consumer`s underlying motives to consume luxury brands, genuine and or counterfeits. To do this, we propose functional theories of attitudes, decision-making styles, and life attitudes to form the determining causes for different consumption choices of luxury brands: genuine brands, counterfeit brands, both genuine and counterfeit brands, and no consumption on luxury brands types. In proposed causal pathways, we examine moderated effects of socio-psychological factors to further investigate if consumer profiles would exert influences in causal relationships. From the existing theories of functional attitudes: value-expressive and social-adjustive attitudes, we developed and introduced a new measure of rationality-consumptive attitude. From the existing eight decision- making characteristics of consumer styles inventory(CSI), three measures of high-quality, hedonic- shopping, and price-shopping styles were primarily applied in the study along with newly introduced measure of ‘high-price’ being added, which makes four total. Seven life attitude measures of life purpose, life control, will to meaning, goal seeking, future mean to fulfill, life satisfaction, and religiosity were applied. Finally, such socio-psychological measures as age, gender, marital status, income, and age-gap between couples were assumed to function as moderators. With 430 valid study samples, ages from 20s to 50s, with more females(316) than males(114), with average personal possessions of 5 genuine and 9 counterfeit luxury brands, we conducted questionnaire survey. Results indicated that social-adjustive function is totally disappeared in the relationship due to current social trend of widespread consumptions on both genuine and counterfeit brands which in turn, make consumers feel less special on wearing or carrying them unlike in the past. Self-expressive function and rationality-consumptive functions act as strong catalysts for genuine brand consumption and counterfeit brand consumption, respectively. On consumers` decision-making styles, high-price sublation is the most powerful indicator anticipating counterfeit consumption, even more powerful than personal incomes. In life attitude, the overall model fit was not validated, and only life control and life satisfaction are proven to be significant on both genuine and counterfeit product consumptions. Employment of socio-psychological factors in the model improved understanding of users further. Young consumers tend to go for genuine products over counterfeits. Consumers in different income groups; low, medium and high, all significantly consume genuine products for reasons of different decision-making styles. The results indicated that consumers whose personal disposition is predisposed to consume products in the form of reflection of his or her personality, go only for genuine brands for quality reason, while consumers who rationally consume products for its function or usability, go only for counterfeits for high-price sublation reason. Meanwhile, both product users support for high-price orientation who are not well off.