Do Firm Cues Impact Product Perceptions? When Small is Natural

Journal of Consumer Psychology, Forthcoming

10 Pages Posted: 10 Mar 2021

See all articles by Ana Scekic

Ana Scekic

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE)

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business

Date Written: January 17, 2021

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 non=consciously (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.

Keywords: Firm Cues, Firm Size, Product Naturalness, Product Perceptions

JEL Classification: M30, M31, M37, M39

Suggested Citation

Scekic, Ana and Krishna, Aradhna, Do Firm Cues Impact Product Perceptions? When Small is Natural (January 17, 2021). Journal of Consumer Psychology, Forthcoming, Available at SSRN: https://ssrn.com/abstract=3768076 or http://dx.doi.org/10.2139/ssrn.3768076

Ana Scekic (Contact Author)

Erasmus University Rotterdam (EUR) - Erasmus School of Economics (ESE) ( email )

P.O. Box 1738
3000 DR Rotterdam, NL 3062 PA
Netherlands

Aradhna Krishna

University of Michigan, Stephen M. Ross School of Business ( email )

701 Tappan Street
Ann Arbor, MI MI 48109
United States

Do you have negative results from your research you’d like to share?

Paper statistics

Downloads
37
Abstract Views
305
PlumX Metrics