A combination of six distinct judgments jointly determines whether consumers consider a consumption experience more or less authentic. Is the product or service original? Is it legitimate? Is what the firm is telling me accurate? Do they have integrity? Are the firm and its personnel proficient? And, do I feel connected to the source? These judgments are not interchangeable, yet the role each plays can change based on the context.

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

2. 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?

3. 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

4. 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

5. 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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