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Make it your own: how process valence and self-construal affect evaluation of self-made products

Title	Make it your own: how process valence and self-construal affect evaluation of self-made products
Author	Atakan, Şükriye Sinem, Bagozzi, R. P., Yoon, C.
Publication Date:	2014-06
Publication Place	- Wiley
Subject	Customer participation, Aapproach-avoidance, Social identity, Attitudes, Culture, Involvement, Judgments, Emotion, Esteem, Coproduction
Type	Periodical
Language	English
Digital	Yes
Manuscript	No
Library:	Özyeğin University
Library Asset ID	1520-6793
Record ID	f9f3ae55-7572-4fe7-8da0-9d81af9a8b0b
Library Location	Business Administration
Date	2014-06
Notes	Due to copyright restrictions, the access to the full text of this article is only available via subscription.
Sample Text	Self-production, participation of consumers in the production process of products for their own consumption, leads to consumers' enhanced evaluations of the self-made products. Three experimental studies investigate how and why self-production affects consumers' product evaluations and reveal that not all production experiences create additional value for all consumers. In particular, Studies 1 and 2, using hypothetical stories and real experiences, show that only positive (vs. negative) production experiences enhance evaluations of self-made products over products made by others. Positive (but not negative) experiences decrease the psychological distance between the self and the product and strengthen identification with it. Study 3 manipulates self-construal (independent vs. interdependent) to investigate its role on evaluation of self-made products and products made with close others as a group (i.e., group-made). Consumers with independent self-construal evaluate self-made (vs. other-made) products more favorably only if the process is positive. However, consumers with interdependent self-construal evaluate self-made products more favorably even if the process is negative. Additionally, consumers with interdependent (vs. independent) self-construal exhibit more favorable evaluation of group-made products. Finally, even if consumers know how another person feels while making a product, other people's process emotions do not affect consumers' product judgments as strongly as their own experienced process emotions.
DOI	10.1002/mar.20707
Cilt	31

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Make it your own: how process valence and self-construal affect evaluation of self-made products

Author Atakan, Şükriye Sinem, Bagozzi, R. P., Yoon, C.

Publication Date 2014-06

Publication Place - Wiley

Subject Customer participation, Aapproach-avoidance, Social identity, Attitudes, Culture, Involvement, Judgments, Emotion, Esteem, Coproduction

Type Periodical

Language English

Digital Yes

Manuscript No

Library Özyeğin University

Library Asset ID 1520-6793

Record ID f9f3ae55-7572-4fe7-8da0-9d81af9a8b0b

Library Location Business Administration

Date 2014-06

Notes Due to copyright restrictions, the access to the full text of this article is only available via subscription.

Sample Text Self-production, participation of consumers in the production process of products for their own consumption, leads to consumers' enhanced evaluations of the self-made products. Three experimental studies investigate how and why self-production affects consumers' product evaluations and reveal that not all production experiences create additional value for all consumers. In particular, Studies 1 and 2, using hypothetical stories and real experiences, show that only positive (vs. negative) production experiences enhance evaluations of self-made products over products made by others. Positive (but not negative) experiences decrease the psychological distance between the self and the product and strengthen identification with it. Study 3 manipulates self-construal (independent vs. interdependent) to investigate its role on evaluation of self-made products and products made with close others as a group (i.e., group-made). Consumers with independent self-construal evaluate self-made (vs. other-made) products more favorably only if the process is positive. However, consumers with interdependent self-construal evaluate self-made products more favorably even if the process is negative. Additionally, consumers with interdependent (vs. independent) self-construal exhibit more favorable evaluation of group-made products. Finally, even if consumers know how another person feels while making a product, other people's process emotions do not affect consumers' product judgments as strongly as their own experienced process emotions.

DOI 10.1002/mar.20707

Cilt 31