I Made It Just For You! Building Attachment Via Self-Designed Gifts

Lisa Schmidt, Delft University of Technology, The Netherlands
Maria Sääksjärvi, Delft University of Technology, The Netherlands
Ilona E. de Hooge, Wageningen University, The Netherlands
In two studies, we investigate attachment towards self-designed gifts over time. Our results show that 1) self-design increases initial attachment when choice is sufficient, 2) attachment decreases at the time of gift giving and 3) the decrease in attachment can be mitigated with the use of a relationship-focus during design.
[ to cite ]:
Lisa Schmidt, Maria Sääksjärvi, and Ilona E. de Hooge (2015) ,"I Made It Just For You! Building Attachment Via Self-Designed Gifts", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 676-679.