Nonfunctional Self-Customization Enhances Product Performance

Ulrike Kaiser, WU Vienna University of Business and Economics, Austria
Martin Schreier, WU Vienna University of Business and Economics, Austria
Janiszewski Chris, University of Florida, USA
This research provides evidence that nonfunctional self-customization enhances performance. When a product is infused with a person’s unique personality, performance is enhanced independent of product efficacy beliefs. Five studies show that the effect is robust across different types of tasks (e.g., putting, anagrams, dart throwing, ping pong ball game).
[ to cite ]:
Ulrike Kaiser, Martin Schreier, and Janiszewski Chris (2015) ,"Nonfunctional Self-Customization Enhances Product Performance", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 582-583.