This study aims to investigate the antecedents of subjective ambivalence toward buying a dupe and the effect of such ambivalence on product purchase.
The authors conducted a cross-sectional study with a sample of 218 French consumers. A structural equation model was developed to test the hypothesized links.
The findings show additional antecedents of consumer ambivalence by revealing the effect of the conflict between social media influence and perceived risk and between hedonic shopping value and perceived risk on subjective ambivalence toward buying a dupe. Furthermore, they show that in the context of dupe consumption, subjective ambivalence has a positive effect on product purchase.
The results advance understanding of the conflicts underlying consumer ambivalence. They show that beyond financial benefits, dupes also provide emotional benefits, particularly for consumers who enjoy shopping. The findings further highlight the role of social media influence in persuading hesitant consumers and identify a boundary condition under which ambivalence increases product purchase.
The results provide insights into how luxury brands can develop communication strategies to protect their creations and to preserve their value in the era of social media. They also suggest that relying on brand-generated content as a complement to influencer endorsements may be effective in conveying these messages and in reducing favorable attitudes toward dupes and related purchase intentions.
Contrary to the dominant perspective that conceptualizes ambivalence as an aversive psychological state that hinders the purchase process, this study shows that consumers buy these products despite experiencing ambivalence. The results suggest that ambivalent consumers may rely on automatic cognitive biases rather than engage in deeper evaluation.
