Anti-counterfeiting advertisements for luxury brands in the post pandemic era: Roles of message type, visual presentation mode, and self-construal

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The COVID-19 pandemic has led to a significant increase in the demand for counterfeit luxury products, and the black market is expected to grow continuously in the post pandemic era. The present research aimed to examine how verbal and visual aspects of anti-counterfeiting advertising affect the purchase of counterfeit luxury brands. For the verbal element, we included two types of anti-counterfeiting messages: value-expressive and social-adjustive. For the visual element, two modes of visual presentation were compared; participants were presented either with images of counterfeit products only, or with images of both counterfeit and genuine products. The results from two experiments demonstrated that both variables interacted with consumers' self-construal in determining the effects of anti-counterfeiting advertising. Participants with independent self-construal expressed a lower intention to purchase counterfeit luxury products when a value-expressive message was used or when only an image of the counterfeit was included. In contrast, participants with interdependent self-construal exhibited a lower purchase intention when a social-adjustive message was utilized or when images of both the counterfeit and authentic brands were presented side-by-side. Moreover, anti-counterfeiting messages influenced participants’ purchase intentions through the perceptions of social-adjustive and value-expressive benefits, whereas the effect of presentation mode was mediated by the fluency experienced by the participants when processing the advertisement. Our research findings contribute theoretically to the literature on social motives, evaluation mode, comparative advertising, and self-construal, and will assist practitioners in developing effective communication strategies to reduce the consumption of counterfeit luxury brands.