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Do Firm Cues Impact Product Perceptions? When Small is Natural
Author(s) -
Scekic Ana,
Krishna Aradhna
Publication year - 2021
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1002/jcpy.1210
Subject(s) - naturalness , perception , product (mathematics) , marketing , association (psychology) , business , natural (archaeology) , psychology , mathematics , physics , geometry , archaeology , quantum mechanics , neuroscience , psychotherapist , history
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.