How Invoking Science in the Production Process of Geographical Indication Products Impacts Consumer's Perceived Authenticity and Product Valuation

ABSTRACT Marketers frequently emphasize that their products have been scientifically developed, given the general perception of science as beneficial. However, highlighting the scientific production process for geographical indication products may prove counterproductive. Through a series of experiments, the current research demonstrates a negative effect of invoking science in the production process of geographical indication products on consumers' perceived authenticity and valuation (e.g., willingness to pay and purchase behavior). Furthermore, this effect could be eliminated if scientific methods are incorporated into the production process as a supportive element rather than a substitute for traditional methods. Additionally, when science is involved in the packaging design process or marketing communication process, it would be innocuous or even advantageous. By uncovering the detrimental effects of emphasizing a science‐involved production process for geographical indication products, this research provides valuable insights for managers aiming to exploit the advantages of applying scientific advancements in the production and marketing of geographical indication products.