Ravi Dhar

Ravi Dhar

Ravi Dhar is a researcher and co-author of the 2014 paper on authenticity and the original source of production.

Who they are

Ravi Dhar is a researcher and co-author of the 2014 paper on authenticity and the original source of production. On this site the name is tied to Brand Essence and Original Source, Magical Contagion.

Key papers

Newman, G. E., & Dhar, R. (2014). Authenticity is contagious: Brand essence and the original source of production. Journal of Marketing Research, 51(3), 371-386.

Key ideas

Brand Essence and Original Source: The finding that products from a company's original place of production are rated as more authentic and valuable.

Magical Contagion: The belief that a person's immaterial qualities pass to an object through contact. It moved willingness to pay in both directions, depending on whether the owner was liked.

Sources

  1. Newman, G. E., & Dhar, R. (2014). Authenticity is contagious: Brand essence and the original source of production. Journal of Marketing Research, 51(3), 371-386.