Perceptions of Authenticity in Advertisements: Negotiating the Inauthentic
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.
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.
Tandy D. Chalmers, University of Arizona, USA
Linda L. Price, University of Arizona, USA
NA - Advances in Consumer Research Volume 36 | 2009
Ritual Scholarship in Marketing: Past, Present and Future
Cele Otnes, University of Illinois at Urbana-Champaign, USA
Linda Tuncay Zayer, Loyola University Chicago, USA
Robert Arias, University of Illinois at Urbana-Champaign, USA
Arun Sreekumar, University of Illinois at Urbana-Champaign, USA
Social Sharing of Negative Emotions in Virtual Travel Communities
Clara Koetz, Rennes School of Business
Anke Piepenbrink, Rennes School of Business
B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.
Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid