The role of original process in creating product essence and authenticity
Chelsea Galoni, Brendan Strejcek, Kent Grayson
Journal of Consumer Psychology · 2022 · Volume 32 · Issue 4
Abstract
Past research has often reported that perceptions of authenticity are influenced by process cues. The research reported in this article provides evidence for why this is the case. The authors demonstrate that an original process leads to perceptions that the product has a valued essence, which leads to perceptions of authenticity. Previous research has shown that products acquire essence via proximity to original sources of value, and also by cues that the object has been “designed by” a valued creator. Three studies demonstrate that, relative to these previously identified antecedents, original process separately influences perceptions of essence and, therefore, perceptions of authenticity. The authors discuss the theoretical contribution of original process as an antecedent to authenticity and propose managerial implications.
Keywords
authenticity, branding, essence, process, product valuation
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