Investment of Self Into Products

Home Depot, Build a Bear, IKEA and online stores are increasingly encouraging consumers to become involved in the production process. This research focuses on how participation of consumers in the “production process” creates value. The process of making or modifying a product involves investment of intellectual and/or physical labor. We investigate how these affect the person-object relationship (identification with and attachment to the product) and product evaluation. Our experiment indicates that higher levels of intellectual investment during the production process enhances product evaluation. Furthermore, the impact of intellectual investment is mediated by identification with and attachment to the product.


Sukriye Sinem Atakan, Richard P. Bagozzi, and Carolyn Yoon (2011) ,"Investment of Self Into Products", in E - European Advances in Consumer Research Volume 9, eds. Alan Bradshaw, Chris Hackley, and Pauline Maclaran, Duluth, MN : Association for Consumer Research, Pages: 571-572.


Sukriye Sinem Atakan, University of Michigan, USA
Richard P. Bagozzi, University of Michigan, USA
Carolyn Yoon, University of Michigan, USA


E - European Advances in Consumer Research Volume 9 | 2011

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