Perceptions of Authenticity in Advertisements: Negotiating the Inauthentic

Tandy D. Chalmers, University of Arizona, USA
Linda L. Price, University of Arizona, USA
This study presents findings from two studies that assess consumer perceptions of authenticity in advertisements. Combining the findings from a cross-sectional survey assessing responses to advertisements and depth interviews asking informants what they think of advertisements, we find that authenticity and inauthenticity perceptions are both important in, and emerge naturally in, advertisement evaluations. Further, advertisements are often viewed as being simultaneously authentic and inauthentic, with consumers engaging in self- and other-referencing processes as they authenticate advertisements. Finally, informants sometimes reference a ‘looking-glass self’ which changes the relationship between authenticity perceptions and ad liking.
[ to cite ]:
Tandy D. Chalmers and Linda L. Price (2009) ,"Perceptions of Authenticity in Advertisements: Negotiating the Inauthentic", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 72-75.