<p>The passionate consumption of luxury products has emerged as a significant research focus, reflecting the growing interest in understanding consumer behavior in the high-value market. However, a comprehensive understanding of consumer desire for both authentic and counterfeit luxury products remains limited. This research aims to address two primary objectives: (a) to identify the various dimensions constituting the concept of desire for luxury products, and (b) to develop and validate the Luxury Desire Scale (LDS), exploring its relationship with preferences for authentic and counterfeit luxury products (ALP vs. CLP). Study 1 provided empirical support for the second-order four-factor model of luxury desire, encompassing desires for uniqueness, material resources, arousal, and status. Meanwhile, Study 2 revealed systematically different processes in preference formation between ALP and CLP, particularly in relation to the attitudinal functionality of luxury products represented by social-adjustive and value-expressive attitudes. This research offers implications for marketing theorists and provides actionable suggestions for managers in the realm of luxury consumption.</p>