%0 Journal Article
%T Consumer Response to Authentic
%A Anna S. Mattila
%A Stephanie Q. Liu
%A Sungwoo Choi
%J Cornell Hospitality Quarterly
%@ 1938-9663
%D 2018
%R 10.1177/1938965517730314
%X Many ethnic restaurants use authentic-language labels (e.g., ¡°Khao Pad Sapparod¡±), as opposed to English-language labels (e.g., ¡°Pineapple Fried Rice¡±), in the menu to make their dishes appeal more authentic. Yet, the effectiveness of authentic-language labels is not well understood. To address this gap, the present research examines consumers¡¯ attitudes toward a menu as a function of (a) authentic-language versus English-language menu labeling and (b) the consumer¡¯s Need for Cognitive Closure (NFCC)¡ªa fundamental desire to achieve resolution on a decision. The results show that while consumers with low NFCC prefer a menu using authentic-language (vs. English-language) labeling, their high NFCC counterparts respond more favorably to a menu using English-language (vs. authentic-language) labeling. Moreover, a moderated mediation analysis reveals that an intensified bothersome feeling in achieving resolution is the psychological mechanism explaining why authentic-language labels backfire among consumers with high NFCC. Theoretical and managerial implications are discussed
%K ethnic dining
%K menu labeling
%K need for cognitive closure
%K consumer behavior
%K experimental design
%U https://journals.sagepub.com/doi/full/10.1177/1938965517730314