The study looked at how social and personality factors influence people's attitudes towards counterfeit products. They surveyed 141 people in Sabah to see how factors like informational susceptibility and personal gratification affected attitudes. They found that personal gratification had a significant negative impact on attitudes towards counterfeit products. Attitudes towards counterfeit products also had a significant impact on whether people intended to buy them. This shows that people's attitudes play a big role in whether they choose to buy counterfeit products or not.