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The sale of counterfeit products, a $200 billion industry worldwide, represents a serious threat to both the manufacturers of the legitimate products and the welfare of the consumers who purchase counterfeits. Therefore, identifying methods of reducing the counterfeit trade has become a top priority for many businesses and governments. This study examines means of dissuading consumers from knowingly purchasing counterfeit products. Specifically, the findings confirm that cuing negative aspects of consumers' typical beliefs about counterfeits, such as the high failure rate of counterfeits and the country of origin of the counterfeit relative to that of the legitimate product, can reduce their intentions to knowingly purchase counterfeit products.