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.
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.
Rachel Gershon, Washington University, USA
Rosanna Smith, University of Georgia, USA
NA - Advances in Consumer Research Volume 46 | 2018
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