A Three-Factor Model of Consumer Preference For Self-Designed Products

Xiaoyan Deng, University of Pennsylvania
Wes Hutchinson, University of Pennsylvania
In this research, we develop a three-factor (i.e., outcome accuracy, mere authorship, and process affect) model of consumer preference for self-designed products. We propose that the preference structure for self-designed products can be determined by one, two, or three of the factors. A study involving 512 participants designing, in different task formats, a Nike iD sports shoe and then evaluating, after different lengths of delay, their self-design embedded in a set of 30 different designs provides preliminary support for this model.
[ to cite ]:
Xiaoyan Deng and Wes Hutchinson (2008) ,"A Three-Factor Model of Consumer Preference For Self-Designed Products", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1024-1024.