The quest for authenticity in consumption: Consumers' purposive choice of authentic cues to shape experienced outcomes

Beverland, M and Farrelly, F 2010, 'The quest for authenticity in consumption: Consumers' purposive choice of authentic cues to shape experienced outcomes', Journal Of Consumer Research, vol. 36, no. 5, pp. 838-856.


Document type: Journal Article
Collection: Journal Articles

Title The quest for authenticity in consumption: Consumers' purposive choice of authentic cues to shape experienced outcomes
Author(s) Beverland, M
Farrelly, F
Year 2010
Journal name Journal Of Consumer Research
Volume number 36
Issue number 5
Start page 838
End page 856
Publisher University of Chicago Press
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.
Keyword(s) consumers
authentic objects
personal goals
image-elicited depth interviews
cues in objects
identity benefits
consumer agency
authentic consumption experience
authentic self
DOI - identifier 10.1086/615047
Copyright notice © 2009 by Journal of Consumer Research, Inc
ISSN 0093-5301
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Citation counts: TR Web of Science Citation Count  Cited 201 times in Thomson Reuters Web of Science Article | Citations
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