Fabricating “Green” Meaning: an Empirical Examination of the Role of Indexical and Iconic Cues to Authenticity

Douglas Ewing, University of Cincinnati, USA
Chris Allen, University of Cincinnati, USA
Randall Ewing, Ohio Northern University, USA
This research brings authenticity into the laboratory to assess it in a manner different from most extant approaches. Results suggest that effects of indexical and iconic indicators of authenticity can be induced in a controlled manner with a product meaning derived varying on the basis of particular cues.
[ to cite ]:
Douglas Ewing, Chris Allen, and Randall Ewing (2011) ,"Fabricating “Green” Meaning: an Empirical Examination of the Role of Indexical and Iconic Cues to Authenticity", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.