Identity Representation in Customization

Kelly Herd, Indiana University, USA
Page Moreau, University of Colorado, USA
In this paper, we use three studies to demonstrate that consumers’ identity motives interact with factors under the firm’s control (i.e., design freedom) to influence product evaluations, product meaning, and satisfaction. All three studies engage participants in real customization tasks across three different product categories.
[ to cite ]:
Kelly Herd and Page Moreau (2011) ,"Identity Representation in Customization", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 599-600.