The tangled web we weave

Abstract

Consumers have been observed to engage in deceptive consumption behaviors, including hiding their brand consumption and pretending to consume brands that they actually do not. This article defines deceptive consumption behaviors as the deliberate falsification or concealment of an individual’s consumption behaviors pertaining to a brand. The present work recognizes deceptive consumption behaviors as a relatively unexplored construct in the consumer behavior literature. Therefore, this article sets out not only to define and delineate the various types of deceptive consumption behaviors but also to explore the underlying motivations that would result in consumers engaging in this practice. We propose that these behaviors are a response to an identity threat that occurs due to goal conflict between personal and social identities. We further propose a typology to illustrate the various behaviors that consumers may employ when engaging in deceptive consumption. We explore the consequences of engaging in deceptive consumption behaviors for the consumer as well as for the consumer’s relationship with the brand and the group. Finally, we identify avenues for future research on deceptive consumption behaviors.