ABSTRACT The present research suggests a new perspective to investigate the downstream effect of the production method on consumer responses. The authors propose that the higher behavioral intentions (e.g., likelihood to purchase and willingness to pay a premium price) assigned to handmade products can be attributed to the perceived naturalness and authenticity associated with the production method. The findings of three experimental studies confirm these predictions. They show that due to perceptions of naturalness, consumers view handmade products as more authentic and valuable than identical products made by machines or automated processes. This research has relevant implications for theories about production method and authenticity and its related psychological mechanisms in the consumption context as well as marketing practice.

中文翻译：

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真正的手工制作：生产方法如何通过自然性和真实性影响消费者的行为意图

摘要本研究为研究生产方法对消费者反应的下游影响提供了新的视角。作者提出，分配给手工产品的较高的行为意图（例如，购买的可能性和支付溢价的意愿）可以归因于与生产方法相关的感知的自然性和真实性。三项实验研究的结果证实了这些预测。他们表明，由于对自然的感知，消费者认为手工产品比通过机器或自动化过程生产的相同产品更真实，更有价值。这项研究对于有关生产方法和真实性的理论及其在消费环境和市场营销实践中的相关心理机制具有重要意义。