Customer Effort and the Moral Self: an Examination in a Product Customization Context

Prakash Das, University of Calgary, Canada
James Agarwal, University of Calgary, Canada
Little research has explored the symbolic aspects of customer effort and its relation to the moral self. In a product customization context, we examine the relationship between customer effort and the moral self. It is found that effort expended influences judgments when the moral self is activated. The moral self increases evaluations of both companies and the individual self when greater effort (vs. less effort) is expended. It is suggested that effort expenditure can have symbolic implications for customers.
[ to cite ]:
Prakash Das and James Agarwal (2013) ,"Customer Effort and the Moral Self: an Examination in a Product Customization Context", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.