Authenticity as fact or feeling: A dual‐process framework of consumer authenticity judgments
提出一个双过程框架，将消费者真实性判断分为基于事实的分析路径和基于感觉的直觉路径，解释为何消费者对同一事物真实性看法不同，并预测不同路径下的线索、触发条件和品牌影响。
Abstract Authenticity is highly valued in the marketplace, yet consumers often disagree on what is authentic and even attribute authenticity to “fake” marketplace entities. Although prior research has advanced understanding by identifying multiple types and components of authenticity, it remains loosely connected to broader psychological theory, limiting integration and predictive power. We propose a conceptual framework that shifts the focus from what authenticity is to how authenticity judgments are formed. Integrating a systematic review of authenticity research with dual‐process theories, we position authenticity as the outcome of a judgment process that proceeds through two routes: a fact‐based route grounded in deliberate, analytical evaluation of claims and a feeling‐based route based on intuitive processing, emotional resonance, and automatic associations. This distinction explains paradoxes in authenticity research and generates novel predictions regarding (1) the authenticity cues consumers prioritize under each route and resulting authenticity judgments, (2) the situational and motivational conditions that activate each route, and (3) downstream implications for brands. By embedding authenticity judgments within established psychological theory, we offer a more unified and predictive foundation for authenticity research.