Customized Assembly: How Does Effort Influence the Value of To-Be-Assembled Products?

Eva Buechel, University of Miami, USA
Chris Janiszewski, University of Florida, USA
Customized product assembly involves making a series of product composition choices. We show that when choices and assembly are an integrated (segregated) process, an increase in the amount of effort during assembly leads to an increase (decrease) in the perceived value of the components used to assemble the product.
[ to cite ]:
Eva Buechel and Chris Janiszewski (2013) ,"Customized Assembly: How Does Effort Influence the Value of To-Be-Assembled Products?", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.