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Purpose – The purpose of this paper is to examine the moderating role of individuals’ self-view (interdependent, independent) in the relationship between moral emotions and moral judgments made concerning the purchase of fashion counterfeits. Design/methodology/approach – Based on reviewing the literature on moral decision making, moral emotion and self-construal, we test the hypotheses by two experimental studies. Findings – The results of two studies demonstrated that independents were more likely to judge counterfeits as morally wrong when pride rather than shame was associated with counterfeits or was evoked through an anti-counterfeit campaign. Interdependents were more likely to judge counterfeits as morally wrong when shame rather than pride was evoked through an anti-counterfeit campaign. Research limitations/implications – Results can inform marketing communication campaigns designed to prevent the proliferation of counterfeits in the fashion industry. Originality/value – The contribution of this research is the expansion of prior work on consumers’ purchase of counterfeit goods by the discovery of the causal direction of individuals’ differences in self-view and its impact on moral judgment.

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Appearance management includes ''all activities and thought processes leading to the purchase and wear of clothing items as well as processes of body modification'' (e.g., piercings, tattooing) (Kaiser, 1997, p. 5). We focused on investigating the processes of appearance socialization by uncovering the types of appearance management rules learned from or attributed to significant others as well as rules learned from other members of the socio-cultural environment experienced during childhood and adolescence. Within appearance management our focus was on rules related to body supplements (e.g., clothing, accessories) as well as rules concerning body modifications (e.g., tattoos, piercings). Our research questions were as follows: 1) What were the appearance management rules learned during childhood and adolescence? 2) From whom or what did these rules come from and how were individuals taught these rules? 3) What types of conflicts were experienced over rules of appearance management and how were these conflicts resolved? Data was collected from young adults (n = 43). Participants were asked to recall a specific time period during their childhood and adolescent years and to write about their experiences concerning what appearance ''rules'' they learned, how they learned them, and from whom. They were also asked to share any conflicts they experienced and how these conflicts were resolved. Many of the recollected rules centered on aesthetic concerns and contextual aspects of appearance management. Mothers were key socializing agents and at the center of conflicts over appearance. The most common resolution styles were compliance and problem solving.