The Cogs and Wheels of Authenticity: How Descriptive and Evaluative Beliefs Explain the Unequal Appreciation of Authentic Products

Abstract

In times of cultural omnivorousness, authentic products are highly valued by high-status consumers. The article scrutinizes the social and individual preconditions for attributing hedonic and economic value to authentic products. Taking the concept of cultural capital as a starting point, it argues that cues indicating a product’s authenticity affect taste and price evaluations only if individuals perceive authenticity cues correctly (descriptive beliefs) and regard authenticity as an important product feature (evaluative beliefs). This interplay of descriptive and evaluative beliefs explains the appreciation of authentic products. The model is tested by combining an experimental tasting of apple juice samples with a survey. We find that cues of authenticity causally influence the hedonic evaluation of products only for consumers with both strong descriptive and evaluative beliefs. Attribution of economic value depends on descriptive beliefs only. In addition, such beliefs are socially structured: descriptive beliefs correlate with higher formal education, whereas evaluative beliefs covary with highbrow cultural practices.