Articlehybrid2020

Do Firm Cues Impact Product Perceptions? When Small is Natural

33 citations0/0 files storedJournal of Consumer Psychology

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Abstract

Firms of varying size can produce the same product. Do consumers make inferences about products based on firm size? We focus on perceptions of product naturalness and show, in four studies, that products made by smaller firms are perceived to be more natural—whether they are directly experienced (study 1) or seen in ads (study 2). Additionally, we show that the association of firm size and naturalness is held nonconsciously (study 3), and also consciously (study 2); and that it impacts purchase intention (studies 2 and 4). Our research has many implications for firms conveying product naturalness. Importantly, it highlights the need to explore possible associations between firm characteristics and product perceptions.

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References

1998Measuring individual differences in implicit cognition: The implicit association test.1998Measuring individual differences in implicit cognition: The implicit association test.2001Does Doing Good Always Lead to Doing Better? Consumer Reactions to Corporate Social Responsibility 1997The Company and the Product: Corporate Associations and Consumer Product Responses 2004Doing Better at Doing Good: When, Why, and How Consumers Respond to Corporate Social Initiatives 1980Conceptual Metaphor in Everyday Language 2012The “Visual Depiction Effect” in Advertising: Facilitating Embodied Mental Simulation through Product Orientation 1994The Role of Consumers' Intuitions in Inference Making

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