The effects of political ideology and message framing on counterfeiting: The mediating role of emotions

Prior research has mostly examined the antecedents and impacts of purchasing counterfeits. However, there is little understanding of how marketers can mitigate this potential issue. The current research examines how gain versus loss message framing in an anti-counterfeit ad can be effective in persuading consumers with different political ideology (conservative vs. liberal). Results from two experiments show gain frames are more persuasive for...