Authenticity as fact or feeling: A dual-process framework of consumer authenticity judgments

Abstract

Authenticity is highly valued in the marketplace, yet consumers often disagree on what is authentic and even attribute authenticity to “fake” marketplace entities. Although prior research has advanced understanding by identifying multiple types and components of authenticity, it remains loosely connected to broader psychological theory, limiting integration and predictive power. We propose a conceptual framework that shifts the focus fromwhatauthenticity is tohowauthenticity judgments are formed. Integrating a systematic review of authenticity research with dual-process theories, we position authenticity as the outcome of ajudgment processthat proceeds through two routes: a fact-based route grounded in deliberate, analytical evaluation of claims and a feeling-based route based on intuitive processing, emotional resonance, and automatic associations. This distinction explains paradoxes in authenticity research and generates novel predictions regarding (1) the authenticity cues consumers prioritize under each route and resulting authenticity judgments, (2) the situational and motivational conditions that activate each route, and (3) downstream implications for brands. By embedding authenticity judgments within established psychological theory, we offer a more unified and predictive foundation for authenticity research.