Shift Shoppers from Thinking You Shifty

With marketing, inauthenticity is not the direct opposite of authenticity. Authenticity is generated by a clear meaning from the marketer, which provides comfort to the consumer. Inauthenticity is generated from a shifting meaning that triggers not just discomfort, but discomfort because of suspicions of moral failings. As a consequence, consumers experience betrayal and express contempt. That’s according to a set of Yale University and University of Pennsylvania reviewers of studies about inauthenticity in marketing communications.
     An overarching cause identified in these studies is the contradiction between a marketer’s claims and what the consumer discovers upon closer examination or subsequent experiences. The researchers placed the instances they analyzed into three categories—deceptions, ulterior motives, and adulterations. Other research points to dangers that you will inadvertently take actions which end up being considered inauthentic in one or more of these realms.
     Deceptions occur when you’re seen as not keeping your promises. Stay aware of your customers’ understanding of what you’re promising them, and when there are changes in what you can deliver, head off any negative effects on your customers’ long-term view of your business. Consumers’ purchase intentions are lower when a marketer makes a commitment and then fails to keep it than when the marketer makes no commitment at all. Be careful when using puffery—lavish, often exaggerated, claims about a store or about products carried by the store.
     Ulterior motives are especially likely to be suspected in settings where altruistic intentions are the norm. We expect nonprofits to place service over growth. We expect elected officials to place our interests as constituents above theirs. Even if you deliver on those promises, you still risk being seen as inauthentic if you also emphasize the benefits your actions are generating for yourself. Moreover, in such contexts, even bragging about being authentic increases the probability you’ll be perceived as inauthentic.
     Adulterations refer to an action you take being perceived by consumers as disturbing the essence of a product. To avoid this, don’t present genetically modified produce as equivalent to the natural, for instance. Indicate on packaging that the item has been processed, depict the item in a color not generally found in nature for that item, and stock the item in an aisle featuring processed foods rather than among non-GM produce. When introducing product extensions, maintain the brand standards and style of the reference item at least until the extensions build their own following.

Successfully influence the most prosperous & most loyal consumer age group. For the specific strategies & tactics you need, click here.

Click for more…

Puff Down for Authenticity 

Cure Feelings of Retailer Betrayal 

Keep Up On Your Promises 

Expose Puffery for All It’s Worth 

Authenticate Subtly 

Modify Dislike of the Genetically Modified 

Let Go of Irritating Brand Extensions