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The Quest for Authenticity in Consumption: Consumers' Purposive Choice of Authentic Cues to Shape Experienced Outcomes

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  • Michael B. Beverland
  • Francis J. Farrelly
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    Abstract

    Drawing from image-elicited depth interviews, we investigate whether consumers pursue the consumption of authentic objects with specific personal goals in mind. We find that consumers are motivated to focus on those particular cues in objects that for them convey authenticity (what is genuine, real, and/or true) and that this decision-making process is driven by a desire to draw different identity benefits (control, connection, virtue) from authentic objects. Our interpretive analysis elaborates contributions to theorizing related to consumer agency in seeking authentic consumption experience. We provide cultural explanations for the desire to assert the authentic self in these particular ways. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

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    Bibliographic Info

    Article provided by University of Chicago Press in its journal Journal of Consumer Research.

    Volume (Year): 36 (2010)
    Issue (Month): 5 (02)
    Pages: 838-856

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    Handle: RePEc:ucp:jconrs:v:36:y:2010:i:5:p:838-856

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    Web page: http://www.journals.uchicago.edu/JCR/

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    Cited by:
    1. F├╝ller, Johann & Schroll, Roland & von Hippel, Eric, 2013. "User generated brands and their contribution to the diffusion of user innovations," Research Policy, Elsevier, vol. 42(6), pages 1197-1209.

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