O'Connor Kieran, Carroll Glenn R, Kovács Balázs
McIntire School of Commerce, University of Virginia, Charlottesville, Virginia, United States of America.
Graduate School of Business, Stanford University, Stanford, California, United States of America.
PLoS One. 2017 Jun 26;12(6):e0179187. doi: 10.1371/journal.pone.0179187. eCollection 2017.
While shaping aesthetic judgment and choice, socially constructed authenticity takes on some very different meanings among observers, consumers, producers and critics. Using a theoretical framework positing four distinct meanings of socially constructed authenticity-type, moral, craft, and idiosyncratic-we aim to document empirically the unique appeal of each type. We develop predictions about the relationships between attributed authenticity and corresponding increases in the value ascribed to it through: (1) consumer value ratings, (2) willingness to pay, and (3) behavioral choice. We report empirical analyses from a research program of three multi-method studies using (1) archival data from voluntary consumer evaluations of restaurants in an online review system, (2) a university-based behavioral lab experiment, and (3) an online survey-based experiment. Evidence is consistent across the studies and suggests that perceptions of four distinct subtypes of socially constructed authenticity generate increased appeal and value even after controlling for option quality. Findings suggest additional directions for research on authenticity.
在塑造审美判断和选择的过程中，社会建构的真实性在观察者、消费者、生产者和批评家之间具有一些截然不同的含义。我们运用一个理论框架，该框架假定社会建构的真实性有四种不同的类型——道德型、工艺型、特质型，旨在通过实证记录每种类型的独特吸引力。我们通过以下方面对归因真实性与相应价值提升之间的关系进行预测：（1）消费者价值评级，（2）支付意愿，以及（3）行为选择。我们报告了一项研究计划的实证分析，该计划包括三项多方法研究，分别使用：（1）在线评论系统中餐馆自愿消费者评价的存档数据，（2）基于大学的行为实验室实验，以及（3）基于在线调查的实验。各项研究的证据一致，表明即使在控制了选项质量之后，对社会建构真实性的四种不同亚型的认知也会产生更大的吸引力和价值。研究结果为真实性研究提供了更多的研究方向。
