DECEMBER 6, 2023

11:30A – 1:00P EST

We are hosting a webinar in follow-up to the release of our 2023 Global Anti-Counterfeiting Consumer Survey and in-person event held in September of 2023.

MSU’s A-CAPP researchers will share findings from the survey, which polled over 13 thousand consumers from 17 countries regarding their perceptions and behaviors as they relate to buying counterfeit products online.

Using three theoretical lenses of motivations, planned behavior, and protection motivation, the researchers identified patterns of counterfeit purchase prevalence across the 17 countries, explained the social psychological mechanisms that facilitate counterfeit purchase, and investigated ways in which individual attributes and psychological perceptions predict counterfeit purchase behavior. More about the survey and results can be found in the Executive Summary or read the full report, which is available at a *30% discount when bundled with webinar registration.

*the report is free to government and academics.

This webinar will focus on translating research findings into actionable insights that could help anti-counterfeiting and brand protection professionals in designing effective awareness-raising and consumer education interventions.

What to Expect

Join our A-CAPP researchers as they brief participants on consumer behavior and impact as indicated by on our 2023 global survey. Participants will then have the opportunity to learn how to utilize these findings to create effective awareness-raising and consumer education interventions in their anti-counterfeiting efforts.

Saleem Alhabash

Associate Professor, Public Relations and Social Media, Advertising & Public Relations, and Assistant Director of Research, A-CAPP Center, MSU
Saleem is an Associate Professor of Public Relations and Social Media at Michigan State University’s Department of Advertising + Public Relations and the Assistant Director of Research for the Center for Anti-Counterfeiting and Product Protection. He also co-directs the Media and Advertising Psychology (MAP) Lab. His research focuses on the processes and effects of new and social media within the context of persuasion. More specifically, his research investigates the cognitive and emotional responses, and psychological effects associated with using new and social media. His research is geared toward understanding how new communication technologies can be used as persuasive tools, most recently in relation to marketing of alcohol as well as digital aggression across the lifespan. He also studies how new and social media can facilitate cross-cultural and international communication, with emphasis on changing attitudes and stereotypes of foreign nations. In 2014, he was named the inaugural recipient of the American Academy of Advertising’s Mary Alice Shaver Promising Professor Award. His research won best article, top paper, and top poster awards at national and international conferences. Saleem received his Ph.D. from the University of Missouri School of Journalism. Pre-academia, he worked in a youth nonprofit organization focusing on media and well-being. 

Patricia Huddleston

Professor of Retailing, Advertising & Public Relations, MSU
Pat is a professor of retailing in the Department of Advertising + Public Relations and director of the information and media PhD program at Michigan State University. She is an adjunct faculty member with the Center for Anti-Counterfeiting and Product Protection (ACAPP). She teaches consumer behavior, retail strategy, and strategic brand communication courses.  Her current research focuses on eye-tracking to evaluate consumer information processing of point-of-purchase retail display elements (e.g., signage, price) and how these elements motivate purchase intention. This research has been funded by the U.S. Department of Agriculture (USDA) Federal-State Marketing Improvement Program and Horticulture Research Institute. Her work has been published in publications such as the Journal of Retailing and Consumer Services, PLOS, and the Journal of Product and Brand Management. Recently, she has collaborated with the A-CAPP Center and Drs. Saleem Alhabash and Anastasia Kononova on a 17-country study to understand global attitudes and behavior toward counterfeit products.

Anastasia Kononova

Associate Professor, Advertising & Public Relations, MSU
Anastasia is an associate professor of advertising at MSU. Media multitasking is an overarching focus of Kononova’s interdisciplinary and international research that lies in the intersection of three areas: media and technology use across different cultures and social groups; psychological responses to media devices and persuasive messages; and advertising and digital literacy. Kononova’s primary research interest is related to exploring media multitasking behavior, i.e. using/being exposed to multiple media at the same time. Studying media multitasking patterns reflects idiosyncrasies and commonalities of media use across markets. Such knowledge helps enhance international communication, especially with regard to using multiple platforms to convey messages effectively. Kononova has studied media multitasking not only in a cross-cultural setting but also across the lifespan, focusing on media use behaviors of older adults.

A large body of Kononova’s media multitasking research is devoted to exploring the effects of this behavior on cognition, emotion, rationalization, and resistance to persuasion. Kononova has found that switching between online tasks and using multiple screen devices at the same time negatively affect memory for mediated content, elicit less skeptical responses to persuasive messages (e.g., health and advertising messages), and hinder rational choices (e.g., choice of healthful snacks). In a related area of research, Kononova has explored how individuals cognitively and affectively respond to advertising messages placed in congruent and incongruent online contexts.

Heijin Lee

Doctoral Student, Advertising & Public Relations, MSU
Heijin Lee is a doctoral student in the Department of Advertising and Public Relations. Her research aims to explore the role of social media in interpersonal and international communication. She is particularly interested in influencer marketing and the role of social media influencers in public diplomacy and intercultural/international communication.

Heijin received her M.A. in Mass Communication at Tsinghua University in China, and B.A. in Journalism and Chinese Foreign Affairs and Commerce at Hankuk University of Foreign Studies in Korea. Before joining MSU, she worked as a marketer at TikTok and cooperated with government agencies and companies as a social media influencer.

Moldir Moldagaliyeva

Doctoral Student, Advertising & Public Relations, MSU
Moldir Moldagaliyeva is an Information and Media doctoral student in the Department of Advertising and Public Relations. She is an international student from Kazakhstan interested in cross-cultural comparative studies on social media and digital technology use, the digital divide, and digital literacy. She is working on projects on older adults’ ICT use in the US and Central Asia. She is also a Research Assistant at the Center for Anti-Counterfeiting and Product Protection at MSU for a global study on counterfeit product sales.

She earned her Masters in Advertising and Public Relations from Michigan State University in 2022. Before joining MSU, Moldir worked as a Marketing and Public Relations Specialist for a nationally recognized IT company in Kazakhstan and participated in initiatives to promote e-government services and enhance citizens’ digital literacy through the e-government portal. 

Who Should Attend

Whatever your role in the brand protection industry, the survey results will inform your work going forward. Attend the webinar and learn insights on how to use them for consumer awareness.


Understand why consumers choose a counterfeit product rather than your authentic product and use that information to shift business practices and advertising as needed on a country-specific or region-specific basis, or overall.


Use the survey results to better understand consumer motives for purchasing counterfeit goods, and for insights into how counterfeiters best reach the public to sell their goods – and thus how best to stop counterfeiting in your jurisdiction.


Create more effective policies preventing counterfeiting and enforcing anti-counterfeiting legislation and regulating online marketplaces by better understanding consumer behaviors and perceptions.


Advocate for policies that will help consumers and brands successfully with insights into consumer behaviors and how those impact both consumers and brands.


Use this research as a springboard for your own research and teaching.


As you assist brands in searching for infringements and counterfeit products, better understanding country-specific behaviors and perceptions can help with your work.


By better understanding consumer perceptions and behaviors purchasing counterfeit goods online, help protect them in the marketplace through your policies and practices.

Policies & Pricing

Terms and Conditions of Attenance

The views and opinions of speakers do not necessarily reflect those of Michigan State University, the A-CAPP Center, its Industry Advisory Board, including member companies, or sponsors, and should not be used for endorsement, advertising purposes, or as legal advice. By registering for the event, attendees acknowledge that their contact information may be included in the conference materials provided to all attendees, as well as the Center’s internal contact lists. By attending the webinar, attendees acknowledge that their image may be captured and used in research, educational and public service programs.

Cancellations will not be refunded. Transfer of registration within a company is allowed, but must be submitted via email to at least 1 business day prior to the webinar start date. Registration cancellations made due to inappropriate registrations by individuals from outside of the allowable participants categories are subject to the cancellation policy.

Conference registration costs are determined by attendee type.

Vendors, law firms, e-commerce platforms$500
Non-profit & academia$100

The Center Director has discretion for all issues related to and including registration, admission, and attendance.