Imagine you’re scrolling through an online marketplace and spot a pair of designer shoes you’ve been longing for priced far below retail. A warning pops up, alerting you of the dangers of buying counterfeit goods. Feeling talked down to, you dismiss the message and click “Buy now” anyway, figuring it’s just a scare tactic.
A new report from Michigan State University shows that anti-counterfeiting messages can backfire if people feel their freedom to choose a product is being threatened. When that happens, they often tune out the message, and efforts to change their buying habits don’t work.
This concept, called psychological reactance, is introduced in a new report conducted by researchers in MSU’s Center for Anti-Counterfeiting and Product Protection, or A-CAPP, titled “When Organizations Talk to Consumers about Counterfeiting.” It occurs when consumers develop unintended negative feelings, thoughts and behaviors upon exposure to anti-counterfeiting messages.