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What made us buy counterfeit goods?Humans desire other's desires.

Wandering street markets, we can see lots of imitation brands, which are absurd. 'PUMA' turned into 'IMMA' with a puma that is trying to catch an animal, and 'NIKE' turned into 'NICE.' It looks very strange and ridiculous. However, if it comes to much more luxurious brands, such as 'louis vuitton' or 'gucci', people's thoughts vary. You may have seen the news several times about people who produced and sold counterfeit goods secretly, but are exposed, at the end. Of course, it is an undeniable fact that it is their fault in the way that they distributed fake expensive products so that they damaged the image of the original, but there is a certain reason that the economic phenomenon happens in this merciless capitalism society. Then what on earth makes this phenomenon happen? Let's try to get the answer.

People tend to believe that others think and act in the way they think and act, because it is comforting to think that others will do the same. This phenomenon is called 'false consensus effect.' People love to wear fancy clothes with brands that could be a metonymy of their wealth. Even if there is a down jacket with higher quality that can warm you up in cold weather better, you would like to have one from a famous brand with lower quality, plus high price. Unfortunately, expensive products are not an opened door for everyone. Nevertheless, people want to obtain fancy clothes with the mark of famous brands. This desire erupts in strange way, in the process of conforming to their reality. People seek imitation rather than the original, which they could buy cheaper incomparably. This propensity to consume has promoted the imitaion market to be grown, and making skill of imitation with much higher similarity is developing from day to day. This absurd phenomena have been all arisen from people's demand. Also, the quantity of luxury items are limited. In order to get this limited commodities, the competition for having would be very intensive, then the price automatically goes high. That means, even there are some people who would like to have luxurious item either, they could not approach to it. So, they try to get it from different way, and this decision is not made by only a few people. Quite lot of people think the same way, and they ultimately make the same result. These make the counterfeit market prosperous.

In this regard, we could find out that modern people do not try to seek the origin value from the original, but they try to get the image of product which could be obtained by affordable money. At this point, imitation comsumption phenomenon should be criticized, and that brings another imitation brand into being to criticize.

It is undeniable fact that the price of a luxury brand is over-priced due to its exponential effect irrespective of the use of the produce or the manufacturer's effort. However, it is also true that the imitation which is virtually indistinguishable from the original will ultimately damage the brand value of the original. It is not an exaggeration to say that it has come to an invisible class society. Now, the painful reality of trying to challenge the higher culture in the capitalist society is causing various phenomena such as counterfeit comsumption phenomenon. It is a sad reality, but it seems that we need to adapt to this flow in some extent.

최홍모  0763chm@naver.com

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