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What Wins Awards is Not Always What I Buy: How Creative Control Affects Authenticity and Thus Recognition (But Not Liking)

18 Pages Posted: 21 Oct 2016 Last revised: 25 Mar 2017

Francesca Valsesia

University of Southern California, Marshall School of Business, Marketing Department

Joseph Nunes

University of Southern California - Marshall School of Business

Andrea Ordanini

Bocconi University - Department of Marketing

Date Written: December 1, 2015

Abstract

Being lauded is not the same as being liked; celebrated products that win awards frequently fail to stand out in terms of commercial success. This work documents how creative control, the extent to which the same entity takes responsibility for all stages of the creative process, impacts which products are singled out for recognition but does not play a comparable role in determining what consumers like and thus purchase. Using real-world data, study 1 demonstrates how songs by performers who write their own material are more likely to garner acclaim but do not excel in terms of sales. Study 2 replicates the pattern of results in the lab. Study 3 reproduces the effect in a new domain (beer) using different measures of recognition. Study 4 shows creative authenticity, the extent to which a product is considered a faithful execution of its creator’s vision, mediates the effect of creative control on recognition. Further, study 4 highlights the contingent role played by the perceived trustworthiness of the creator on this relationship. Finally, study 5 presents a boundary condition such that when consumers do not feel confident in their appraisals of an experience, creative control’s impact on recognition and liking runs in parallel.

Keywords: creativity, authenticity, creative control, product recognition, awards, music, product evaluation

Suggested Citation

Valsesia, Francesca and Nunes, Joseph and Ordanini, Andrea, What Wins Awards is Not Always What I Buy: How Creative Control Affects Authenticity and Thus Recognition (But Not Liking) (December 1, 2015). Available at SSRN: https://ssrn.com/abstract=2855754 or http://dx.doi.org/10.2139/ssrn.2855754

Francesca Valsesia (Contact Author)

University of Southern California, Marshall School of Business, Marketing Department ( email )

Hoffman Hall 701
Los Angeles, CA 90089-1427
United States

Joseph Nunes

University of Southern California - Marshall School of Business ( email )

701 Exposition Blvd
Los Angeles, CA 90089
United States

Andrea Ordanini

Bocconi University - Department of Marketing ( email )

Via Roentgen 1
Milan, 20136
Italy

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