Investment of Self Through Process Involvement

Sukriye Atakan, University of Michigan, USA
Richard P. Bagozzi, University of Michigan, USA
Carolyn Yoon, University of Michigan, USA
Would you evaluate the IKEA bookcase you assembled, the kitchen you designed or the dinner you made the same way if you just bought these from a store already made? How do you think your involvement (intellectual and/or physical) in the production process affects your relationship with the product?
[ to cite ]:
Sukriye Atakan, Richard P. Bagozzi, and Carolyn Yoon (2011) ,"Investment of Self Through Process Involvement", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.