Reducing Consumer Alienation: the Effect of Making Product Producers Personal

Christoph Fuchs, Technical University Munich, Germany and Erasmus University, The Netherlands
Martin Schreier, WU Vienna University of Economics and Business, Austria
Ulrike Kaiser, WU Vienna University of Economics and Business, Austria
Stijn M. J. van Osselaer, Cornell University, USA
In the era of mass production, consumers often know nothing about the person(s) who created the products they consume. Six studies show that exposing consumers to personal information about a product’s producer increases product preference. This effect is not due to increased accountability, but to a feeling of connectedness.
[ to cite ]:
Christoph Fuchs, Martin Schreier, Ulrike Kaiser, and Stijn M. J. van Osselaer (2016) ,"Reducing Consumer Alienation: the Effect of Making Product Producers Personal", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 118-122.