We seem to care about authenticity a lot these days. When it comes to our work, our leaders, our experiences, even our products, we increasingly value what's real, genuine or true.

But how do people respond to authenticity when they see it? Do they pay more for it? Do they review it positively? New research shows that how people react depends on what kind of authenticity is being evoked.

Even though the term authenticity has grown in popularity, the meaning it conveys for an organisation and its products — say, a restaurant and its food — can fundamentally differ.

For

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