Story adapted from an article originally shared through MSUToday.
New research is shedding light on an unexpected challenge in the fight against counterfeit products. Anastasia Kononova, associate professor in the Department of Advertising and Public Relations, contributed to a study examining how anti-counterfeit messaging influences consumer behavior.
The research found that some warning messages designed to discourage counterfeit purchases can unintentionally produce the opposite effect. When consumers perceive messages as overly controlling or fear-based, they may experience “psychological reactance,” a response that can increase interest in the very products the campaigns aim to deter.
Kononova’s work explores how strategic communication can shape consumer decision-making and highlights the importance of designing public awareness campaigns that resonate with audiences without triggering resistance.