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Media type:
E-Article
Title:
Consumer Participation in Coproduction: “I Made it Myself” Effects on Consumers’ Sensory Perceptions and Evaluations of Outcome and Input Product
Published in:
Journal of Marketing, 76 (2012) 2, Seite 33-46
Language:
English
DOI:
10.1509/jm.10.0205
ISSN:
0022-2429;
1547-7185
Origination:
Footnote:
Description:
<jats:p> Consumers engage in self-production when they play an active role in the creation of end products, such as preparing a meal or assembling a piece of furniture. In three experimental studies of self-production involving a branded input product, the authors show that consumers’ active engagement in the value creation process (preparing a meal) positively biases their evaluations of an outcome (a dish) and an input product (a dinner kit). A positive evaluation bias for the input product occurs despite increased self-attribution due to self-production. In support of an associative self-anchoring explanation and the notion of self-generated validity, self-producing consumers bias their sensory perceptions (e.g., perceived level of saltiness and spiciness) so that they match a positive evaluation of the outcome. Mediation analyses show that perceived self-integration (perceived link between self and outcome) partly mediates the positive effect of self-production on outcome evaluation. The authors conclude that branded input products may benefit from the evaluation bias caused by self-production. </jats:p>