Optimal Placement of Anti-Counterfeiting Indicators

Abstract

With the expansion of the internet, counterfeiting and the purchase of counterfeit goods has exploded. In spite of this, little to no research has been completed on whether or not anti-counterfeiting technologies on packages are noticed by consumers. This was an exploratory research study that examined where participants inspected product packages when specifically asked to look for authenticity cues. Participants were also asked to state what parts of the package made them feel confident in the genuineness of the product. The results found suggested that the participants in this study focused more on the words on the package. The participants did comment that they were specifically looking for spelling errors in the text. Further research is needed to continue to investigate if overt anti-counterfeit indicators are a good investment to help prevent consumers from accidentally purchasing counterfeit products.