How Traditional Production Shapes Perceptions of Product Quality.

The article investigates how consumers’ knowledge that a product is made using a traditional production method influences their perceptions of its quality. Across six experimental studies involving various products (e.g., wine, chocolate, bread, clothing), the research finds that products described as traditionally produced are perceived as higher in quality, an effect mediated by consumers’ belief that the brand is beneficial for society due to its concern for cultural preservation. This positive perception diminishes when traditional methods are framed as follower strategies or when the brand is a multinational company, as consumers then view the brand as less concerned with cultural preservation. The findings distinguish this “traditional production effect” from the “handmade effect” by identifying a unique moral and societal benefit pathway, offering insights into how traditional production cues can serve as subtle signals of corporate social responsibility without compromising perceived product quality.