A study was recently conducted this week by a Duke/MIT professor that may “color” the ongoing fakes debate.  Professor Dan Ariely’s study, Faking It: The Psychology of Dishonesty and Counterfeits, is that if you do it once (buy a knockoff), you’ll do it again, and it doesn’t just affect your style but your behavior as well. “The effect on morality, people don’t anticipate,” says Ariely.

Check out more on the experiment at Fashionista.

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