Repeat Performances Decrease Consumer Perceptions of Authenticity
Though ample research documents the harmful consequences of morally offensive producer behavior, we propose that it can enhance judgments of producers’ creative output. Four studies demonstrate that a willingness to offend signals authentic producer motives for creative expression and an indifference to audiences, improving consumers’ evaluations of their work.
Citation:
Rachel Gershon and Rosanna Smith (2018) ,"Repeat Performances Decrease Consumer Perceptions of Authenticity", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 57-62.
Authors
Rachel Gershon, Washington University, USA
Rosanna Smith, University of Georgia, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret
DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Featured
R8. Brand Perceptions and Consumer Support in the Face of a Transgression: Warmth Over Competence
Summer Hyoyeon Kim, University of Kansas, USA
Jessica Li, University of Kansas, USA
Jenny Olson, Indiana University, USA
SHAILENDRA PRATAP JAIN, University of Washington, USA
Featured
Attention to missing information: The effect of novel disclosure methods
Nikolos M Gurney, Carnegie Mellon University, USA
George Loewenstein, Carnegie Mellon University, USA