Brand Essence and Original Source
The finding that products from a company's original place of production are rated as more authentic and valuable than identical products made elsewhere.
What it is
Newman and Dhar report that consumers who believe in contagion see the original factory as holding the brand's essence, that the essence transfers to what is made there, that people more sensitive to contagion show the effect more strongly, and that bringing the idea of contagion to mind raises preference for products from the original factory.
In effect
The article on why lab-grown diamonds feel less special uses it as evidence that the pull of origin is a belief that varies from person to person.
What it does not say
The finding concerns how origin is judged, and it varied with how strongly a person believes in contagion. It does not say that a product made elsewhere is different in any measurable way.
Sources
- Newman, G. E., & Dhar, R. (2014). Authenticity is contagious: Brand essence and the original source of production. Journal of Marketing Research, 51(3), 371-386.