We consider the possibility of "Higgs counterfeits" - scalars that can be
produced with cross sections comparable to the SM Higgs, and which decay with
identical relative observable branching ratios, but which are nonetheless not
responsible for electroweak symmetry breaking. We also consider a related
scenario involving "Higgs friends," fields similarly produced through gg fusion
processes, which would be discovered through diboson channels WW, ZZ, gamma
gamma, or even gamma Z, potentially with larger cross sections times branching
ratios than for the Higgs. The discovery of either a Higgs friend or a Higgs
counterfeit, rather than directly pointing towards the origin of the weak
scale, would indicate the presence of new colored fields necessary for the
sizable production cross section (and possibly new colorless but electroweakly
charged states as well, in the case of the diboson decays of a Higgs friend).
These particles could easily be confused for an ordinary Higgs, perhaps with an
additional generation to explain the different cross section, and we emphasize
the importance of vector boson fusion as a channel to distinguish a Higgs
counterfeit from a true Higgs. Such fields would naturally be expected in
scenarios with "effective Z's," where heavy states charged under the SM produce
effective charges for SM fields under a new gauge force. We discuss the
prospects for discovery of Higgs counterfeits, Higgs friends, and associated
charged fields at the LHC.Comment: 27 pages, 5 figures. References added and typos fixe