From: Nunes, Ordanini and Giambastiani (2021)
The Concept of
Authenticity
What it Means to Consumers

From: Nunes, Ordanini and Giambastiani (2021)
Consumers Crave Authenticity
• “One of the most significant differences between Old
and New Consumers is the latter’s desire for
authenticity” (Lewis and Bridger 2000)
• “Consumers’ search for authenticity is one of the
cornerstones of contemporary marketing” (Brown,
Kozinets, and Sherry 2003).
• “Organizations today must learn to understand,
manage, and excel at rendering authenticity”
(Gilmore and Pine 2007).
But what exactly does authenticity mean to consumers?

From: Nunes, Ordanini and Giambastiani (2021)
Defining Authenticity
Despite widespread agreement about authenticity’s importance in marketing,
no commonly accepted definition exists
We re-conceptualize authenticity after…
- Reviewing its usage in prior literature
- Collecting evidence of its meaning directly from consumers, including
 In-depth interviews with consumers
 A survey of a nationally representative sample of consumers
 A survey of executives
- Reconciling the literature with the definitions provided by consumers and executives
- Validating the role of six distinct types of judgments consumer make when assessing the
authenticity of a consumption experience
Conclusion: Authenticity is jointly determined by six distinct and loosely related
component judgments that consumers make when assessing authenticity

From: Nunes, Ordanini and Giambastiani (2021)
Authenticity Meaning
Component Definition
Accuracy The extent to which a provider is perceived as transparent in how it represents itself and
its products/services, and thus reliable in terms of what it conveys to consumers
Connectedness The extent to which a consumer feels engaged and familiar with a source and/or its
offering, and sometimes even transformed by it
Integrity The extent to which a provider is perceived as being intrinsically motivated, not acting out
of its own financial interests, while active autonomously and consistency over time
Legitimacy The extent to which a product or service adheres to shared norms, standards, rules or
traditions present in the market
Originality The extent to which a product or service stands out from mainstream offerings present in
the market and does so without unnecessary embellishments
Proficiency The extent to which a provider is perceived as properly skilled, exhibited craftsmanship or
expertise

From: Nunes, Ordanini and Giambastiani (2021)
What Matters When?
• Overall, proficiency seems to matter most, legitimacy matters least.
• How context influences the importance of authenticity features
- Proficiency matters more for hedonic goods than utilitarian goods
- Legitimacy matters for utilitarian products, but not for hedonic products
- Integrity is more important for durable goods than consumable goods
- Originality means more for low co-production services than high co-production services
- Legitimacy matters more when assessing the authenticity of high co-production services
• Authenticity predicts consumers’ attitudes and behavioral intentions toward
offering (information search, purchase, word of mouth)
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