Who Are You? Exploring Consumer Authenticity

Although past research has explored identity-signaling consumption, less research has explored whether or not these signals are perceived by both the consumer and observers as authentic. This roundtable discussion focused on (1) defining consumer authenticity, (2) antecedents of consumer authenticity, and (3) consequences of consumer authenticity.
[ to cite ]:
N/A (2015) ,"Who Are You? Exploring Consumer Authenticity", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 758-758.