The Kind of Authenticity Customers Will Pay For

The Kind of Authenticity Customers Will Pay For

By
Kieran O'Connor, David Lehman, Glenn R. Carroll
HBR.org. Harvard Business Review, June
27, 2019

We seem to care about authenticity a lot these days. When it comes to our work, our leaders, our experiences, even our products, we increasingly value what’s real, genuine, or true.

But how do people respond to authenticity when they see it? Do they pay more for it? Do they review it positively? New research shows that how people react depends on what kind of authenticity is being evoked.