My dissertation focused on understanding why consumers choose dupe products, those low-cost lookalikes that don’t copy trademarks, but mimic the feel and function of luxury items. While counterfeits have long been studied, dupes have been largely ignored in research.

That gap mattered to me. Dupes are everywhere. They influence how we shop, how we express ourselves, and how brands compete.

Through a series of studies, I explored what motivates people to buy dupes versus counterfeits and how their choices shift when ethical considerations are introduced. I used a combination of linguistic analysis, experimental design, and consumer surveys to understand what’s going on beneath the surface of these decisions.

This work is about more than shopping. It’s about identity, values, and social influence. It’s about what we’re saying, silently or not, every time we pick up a product.