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Disambiguating authenticity: Interpretations of value and appeal
Kieran O'Connor1, Glenn R Carroll2, Balázs Kovács3
1McIntire School of Commerce, University of Virginia, Charlottesville, Virginia, United States of America.
Plos One
|June 27, 2017
Summary
This study reveals four distinct types of authenticity—type, moral, craft, and idiosyncratic—that influence consumer value and choices. Understanding these authenticity perceptions enhances product and service appeal.
Area of Science:
- Social Psychology
- Consumer Behavior
- Marketing Science
Background:
- Socially constructed authenticity significantly shapes aesthetic judgments and consumer choices.
- The concept of authenticity is interpreted differently by observers, consumers, producers, and critics.
Purpose of the Study:
- To empirically document the unique appeal of four distinct meanings of socially constructed authenticity: type, moral, craft, and idiosyncratic.
- To predict how perceived authenticity influences consumer value ratings, willingness to pay, and behavioral choices.
Main Methods:
- A multi-method research program involving three studies.
- Analysis of archival data from online restaurant reviews.
- A university-based behavioral lab experiment.
- An online survey-based experiment.
Main Results:
- Consistent evidence across studies indicates that perceptions of four distinct subtypes of socially constructed authenticity increase appeal and value.
- These effects persist even when controlling for objective option quality.
- Each authenticity subtype demonstrates a unique appeal and contributes to perceived value.
Conclusions:
- Perceptions of distinct authenticity subtypes significantly drive consumer value and behavioral intentions.
- The findings offer a nuanced understanding of authenticity in consumer contexts.
- Further research is warranted to explore the multifaceted nature of authenticity.
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