The dual lens of authenticity and likability: The effect of cultural familiarity on consumer responses to ethnic foods

Authenticity is crucial in ethnic food perception. However, a conundrum arises when consumers’ cultural familiarity varies: Does authenticity remains a key driver for developing a positive likability perception? This research incorporates two studies to investigates the effect of cultural familiarity levels on the perceived authenticity and likability of ethnic foods, specifically traditional vs. localized ethnic food (Study 1), and the message framings (concrete vs. abstract) for localized ethnic food (Study 2). The study also explores the effects of perceived authenticity and likability on electronic word-of-mouth intention. The findings indicate that traditional ethnic food is perceived as more authentic only by low cultural familiarity participants, while localized ethnic food is more likable. Further, concrete message framing is more likable for those with high cultural familiarity, whereas no significant differences are observed for low cultural familiarity participants. Both studies consistently reveal that perceived authenticity and likability positively affect electronic word-of-mouth intention.