A lot of people across the globe wear brand-imitated items ranging from clothes to accessories. There could be many reasons to it, but a new study has come up which has revealed that people who wear fake brands are cheaters.

The study findings might raise eyebrows of many, but that is what being concluded in the study taken out by Dan Ariely, a renowned author. He has named his study ‘The (Honest) Truth About Dishonesty: How We Lie to Everyone - Including Ourselves’.

Dan was of the view that when one wears fake brands, he somehow remains conscious and acts accordingly. This could be due to the conscious that keep him reminding about wearing imitating things.

He even carried out an experiment in which he handed out two same pair of sunglasses to two girls. To one girl, he told the sunglasses were branded and to other, he told that they were imitated. Behaviour of the two was then assessed and it was noticed that the former girl was more genuine and confident in her behaviour.

The other girl was found to be conscious at a certain level. "Once we knowingly put on a counterfeit product, moral constraints loosen to some degree, making it easier for us to take further steps down the path of dishonesty”, said Dan.