Who Made This Thing? How Designer Identity and Brand Personality Impact Consumers’ Evaluations of New Product Offerings

Matt O’Hern, University of Oregon, USA
Lan Jiang, University of Oregon, USA
This research explores the impact of designer identity and brand personality on consumers’ product evaluations. For sincere brands, there is a preference towards professional creation; for exciting brands, consumers are drawn to customer-created products. We demonstrates consumers' focal attention on either the process or the product itself underlies the preferences.
[ to cite ]:
Matt O’Hern and Lan Jiang (2012) ,"Who Made This Thing? How Designer Identity and Brand Personality Impact Consumers’ Evaluations of New Product Offerings", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 982-983.