Following major disasters, purchase avoidance behavior toward products that are caused by stigma often results. For example, after the Tohoku Earthquake and Fukushima Daiichi Nuclear Disaster, consumers have avoided products from Fukushima. Attempts have been made to diminish this purchase avoidance behavior, but they have been found to be ineffective. The reasons for ineffectiveness of strategies within this context were empirically examined based on matching and mismatching effects of messages. In two studies (Study 1, N = 113; Study 2, N = 364), the effects of affective messages and cognitive messages were compared, and the effectiveness of affective messages was found to be consistently weaker than that of cognitive messages. Message producers often present affective messages with the expectation of observing the matching effect. However, findings suggest that these presentation strategies will fail, and that the mismatching effect should be used instead. The best method of message presentation to reduce purchase avoidance behavior in a disaster area is discussed.