Consumer perceptions of iconicity and indexicality and their influence on assessments of authentic market offerings

Kent Grayson*, Radan Martinec

*Corresponding author for this work

Research output: Contribution to journalArticle

466 Scopus citations

Abstract

Although consumer demand for authentic market offerings has often been mentioned in consumer research, the meaning of the term "authentic" has not been sufficiently specified. Thus, some important differences among authentic market offerings have not been recognized or examined. This article uses Peirce's semiotic framework to distinguish between two kinds of authenticity-indexical and iconic. We identify the cues that lead to the assessment of each kind, and, based on data collected at two tourist attractions, we show that these cues can have a different influence on the benefits of consuming authenticity. Our results also contribute to an understanding of the negotiation of reality and fantasy as a part of consumption.

Original languageEnglish (US)
Pages (from-to)296-312
Number of pages17
JournalJournal of Consumer Research
Volume31
Issue number2
DOIs
StatePublished - Sep 1 2004

ASJC Scopus subject areas

  • Business and International Management
  • Anthropology
  • Arts and Humanities (miscellaneous)
  • Economics and Econometrics
  • Marketing

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