Do Firm Cues Impact Product Perceptions?: When Small Is Natural
We explore whether intrinsic firm characteristics can impact product perceptions – specifically, whether firm size can affect perceptions of product naturalness. In four studies, we provide evidence for the “smaller firm = more natural product” intuition, and show that concepts of size and naturalness have an implicit association.
Ana Scekic and Aradhna Krishna (2019) ,"Do Firm Cues Impact Product Perceptions?: When Small Is Natural", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 201-205.
Ana Scekic, HEC Paris, France
Aradhna Krishna, University of Michigan, USA
NA - Advances in Consumer Research Volume 47 | 2019
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