If a resource, such as a a necklace made from gold from an unknown mine, was discovered unintentionally, consumers appreciate it more. Here's why.
Imagine that you’re shopping for jewelry online, and the company’s brand biography webpage advertises that the gold mine from which it sources its material was discovered unintentionally when the company’s founder, a geologist, was on a hike.
We found that consumers who read that the gold mine was discovered unintentionally were more interested in shopping at the jewelry company than the consumers who read that the gold mine was discovered intentionally and the consumers who read the brand’s biography with no details about the gold mine’s discovery. The latter two groups did not differ in their interest in shopping at the company.
Put simply, because unintentional discoveries are unexpected events, learning about the unintentional discovery of a resource makes consumers think more about how the resource might never have been discovered, heightening their appreciation for the resource by increasing perceptions that the discovery was fated.Understanding this consumer preference opens new possibilities for marketers.
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