Authenticity Is in the Eye of the Beholder: From Changes in Attitudes and Preferences to Placebo Effects

Three studies demonstrate that extrinsic cues of authenticity dominate intrinsic cues in influencing consumer attitudes, willingness to pay, choice, and consumption outcomes. Not only extrinsic cues lead to more favorable ratings of an objectively inferior product over its counterpart, they also create placebo effects of product efficacy enhancing post-consumption behavior.


Hang Nguyen and Kunter Gunasti (2011) ,"Authenticity Is in the Eye of the Beholder: From Changes in Attitudes and Preferences to Placebo Effects", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 517-518.


Hang Nguyen, University of Connecticut, USA
Kunter Gunasti, University of Connecticut, USA


NA - Advances in Consumer Research Volume 39 | 2011

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