Do Firm Cues Impact Product Perceptions? When Small is Natural
Journal of Consumer Psychology, Forthcoming
10 Pages Posted: 10 Mar 2021
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: Suggested Citation