Hello my nerdy friends,
If your product has a cool origin story, you can use it to help you increase sales.
Here’s how.
The study:
In one study, people were shown identical Levi’s jeans.
Some were described as being made in the brand’s original factory. Others were said to come from a newer location. Everything else was the same. (Newman & Dhar, 2014)
🧪What they found:
People said the products from the original factory felt more authentic and were worth more money.
Even when told they were identical, they still preferred the “original.”
In some tests, people were primed to think about “contagion”, like germs (weird, I know, but stick with me here).
In these tests, people valued the original items even MORE.
Why?
Products made in the company’s original factory feel special, because we feel like the place “rubbed off” on them.
It’s called contagion, the belief that value or essence can transfer through contact.
But why do we even care if something’s authentic?
Authenticity is a shortcut for our brains. If it’s authentic, it must be trustworthy quality.
No guessing if it’s low quality or a waste of money.
But, on a deeper level, owning something cool makes us think the “coolness“ will rub off on us too.
Caveat
It only works when “origin” is meaningful. If your brand doesn’t have a rich history or iconic origin story, highlighting an “original location” can feel fake. People can sense when “authenticity” is manufactured.
The product must be about identity. This effect is strongest with products tied to self-image (clothing, jewelry, food, craft goods). It doesn’t work as well for purely functional or digital items. Most people don’t care if their phone charger was “made in the original warehouse.”
💡Takeaway
If you 1) sell identity-driven items + 2) have a cool origin story/manufacturing spot and 3) want to sell higher-end products, then definitely advertise that your product is “authentic“.
Go make something awesome,
Ksenia, the chief nerd
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