The Curse of the Original: When Product Change Undermines Authenticity

Rosanna K. Smith, University of Georgia, USA
George E. Newman, Yale University, USA
Ravi Dhar, Yale University, USA
While consumers increasingly desire authentic products, this article explores a potential cost of authenticity. We show that products authentic by dint of their history are met with consumer backlash when they are updated or improved. This is because consumers use the product’s origin to define the product’s essence.
[ to cite ]:
Rosanna K. Smith, George E. Newman, and Ravi Dhar (2017) ,"The Curse of the Original: When Product Change Undermines Authenticity ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 264-269.