She's a Natural!: From Mere Label to Actualized Consumer Preference

Chia-Jung Tsay, Harvard Business School, USA
Mahzarin R. Banaji, Harvard University, USA
In the domain of music, we find that consumers’ beliefs about where a performer’s talent derives from influence perceptions sufficiently to bias assessment of talent itself. Four experiments on the judgment of performance also suggest that for heavy consumers of music, a dissociation exists between explicit endorsements of hard work and the revealed preference for natural talent. Our data suggest that the basis of achievement has an impact on both the perceptions of performers as brands, as well as satisfaction with and willingness to pay for the associated artistic products.
[ to cite ]:
Chia-Jung Tsay and Mahzarin R. Banaji (2010) ,"She's a Natural!: From Mere Label to Actualized Consumer Preference", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 130-133 .