How Traditional Production Shapes Perceptions of Product Quality

Keith Wilcox, Sandra Laporte and Gabriel Ward Lasker
Additional contact information
Keith Wilcox: Unknown
Sandra Laporte: TSM - Toulouse School of Management Research - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse - CNRS - Centre National de la Recherche Scientifique - TSM - Toulouse School of Management - UT Capitole - Université Toulouse Capitole - UT - Université de Toulouse
Gabriel Ward Lasker: Unknown

Post-Print from HAL

Abstract: The current research examines how the knowledge that a product is made using a traditional method influences perceptions of its quality. We propose that consumers believe a brand using traditional methods is beneficial for society because it is concerned about cultural preservation and this belief has a positive effect on perceived quality. Six experimental studies show consumers evaluate products produced with a method described as traditional to be higher in quality than similar products that are not described as traditionally made and this effect is mediated by the belief the brand is beneficial for society. Consistent with this theory, the positive effect of traditional production on perceived quality is attenuated when consumers view the brand to be unconcerned about cultural preservation, such as when the use of a traditional method is framed as a follower strategy (i.e., it imitates the actions of other brands) or when the brand is a multinational company. By showing the mere mention of a traditional method can be another subtle way to position a brand as a moral actor, these findings contribute to the understanding of the link between perceived social responsibility and product evaluations.

Keywords: artisanal; traditional; cultural preservation; branding; quality (search for similar items in EconPapers)
Date: 2024-08
References: Add references at CitEc
Citations:

Published in Journal of Consumer Research, 2024, vol.51 (n°2), pp.256-275. ⟨10.1093/jcr/ucad073⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-04756578

DOI: 10.1093/jcr/ucad073

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().