Firms of varying size can produce the same product. Do consumers make inferences about products based on firm size? We focus on perceptions of product naturalness and show, in four studies, that products made by smaller firms are perceived to be more natural—whether they are directly experienced (study 1) or seen in ads (study 2). Additionally, we show that the association of firm size and naturalness is held nonconsciously (study 3), and also consciously (study 2); and that it impacts purchase intention (studies 2 and 4). Our research has many implications for firms conveying product naturalness. Importantly, it highlights the need to explore possible associations between firm characteristics and product perceptions.

中文翻译：

---

企业暗示会影响产品认知度吗？当小是自然的

规模不同的公司可以生产相同的产品。消费者是否根据公司规模来推断产品？我们专注于对产品自然性的感知，并在四项研究中表明，无论是直接体验（研究1）还是在广告中看到（研究2），小公司生产的产品都被认为是更自然的产品。此外，我们证明企业规模和自然性之间的关联是无意识地保持的（研究3），也是有意识地保持的（研究2）。并影响购买意愿（研究2和4）。我们的研究对传达产品自然性的公司有很多启示。重要的是，它强调了探索公司特征与产品认知之间可能的关联的必要性。