Francielle Frizzo, Helison Bertoli Alves Dias, Nayara Pereira Duarte, Denise Gabriela Rodrigues, P. H. M. Prado
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引用次数: 9
Abstract
ABSTRACT The present research suggests a new perspective to investigate the downstream effect of the production method on consumer responses. The authors propose that the higher behavioral intentions (e.g., likelihood to purchase and willingness to pay a premium price) assigned to handmade products can be attributed to the perceived naturalness and authenticity associated with the production method. The findings of three experimental studies confirm these predictions. They show that due to perceptions of naturalness, consumers view handmade products as more authentic and valuable than identical products made by machines or automated processes. This research has relevant implications for theories about production method and authenticity and its related psychological mechanisms in the consumption context as well as marketing practice.
期刊介绍:
From food promotion and advertising through new food product development and consumer behavior research, the Journal of Food Products Marketing provides timely, practical articles that keep food marketers on the cutting edge of their profession. The journal includes refereed research studies as well as opinions, guidelines, and speeches by practitioners that contribute to the better practice and understanding of food marketing. The journal provides a single forum for both food marketing academicians and food marketing practitioners.