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Summary.
Research shows that consumers prefer products where an element of them was found unintentionally, for example necklace made from gold from a previous unknown mine. Why? Learning about the unintentional discovery of a resource makes consumers think more about how the resource might never have been discovered, heightening their appreciation for the resource by increasing perceptions that the discovery was fated.Imagine that you’re shopping for jewelry online, and the company’s brand biography webpage advertises that the gold mine from which it sources its material was discovered unintentionally when the company’s founder, a geologist, was on a hike. How would learning about the unintentional discovery of the gold mine influence your interest in shopping at the jewelry company?