Desire to Learn About the Category Sparks Preference For Authenticity

This research identifies a novel mechanism driving consumer preference for authentic options. We find that consumers prefer authentic options more in unfamiliar categories than familiar categories, motivated by a desire to learn about the category. We distinguish this learning account from a risk-reduction account.



Citation:

Sharlene He, Gregory Carpenter, and Kent Grayson (2017) ,"Desire to Learn About the Category Sparks Preference For Authenticity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 152-157.

Authors

Sharlene He, Northwestern University, USA
Gregory Carpenter, Northwestern University, USA
Kent Grayson, Northwestern University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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