Who Made This Thing? How Designer Identity and Brand Personality Impact Consumers’ Evaluations of New Product Offerings

This research explores the impact of designer identity and brand personality on consumers’ product evaluations. For sincere brands, there is a preference towards professional creation; for exciting brands, consumers are drawn to customer-created products. We demonstrates consumers' focal attention on either the process or the product itself underlies the preferences.



Citation:

Matt O’Hern and Lan Jiang (2012) ,"Who Made This Thing? How Designer Identity and Brand Personality Impact Consumers’ Evaluations of New Product Offerings", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 982-983.

Authors

Matt O’Hern, University of Oregon, USA
Lan Jiang, University of Oregon, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

‘Family Tech-Support’: Consequences for Family Assemblages and Non-Purchase Decision Technology Adoption

Pao Franco, University of Melbourne, Australia

Read More

Featured

The “Upper Limit Framing” Effect: Upper Limit Framing of a Cost Estimate Influences Consumption Choices

Sudipta Mukherjee, Virginia Tech, USA
Frank May, Virginia Tech, USA

Read More

Featured

B6. A Study About the Moderator Effect of the Information Trust in the Relationships Between the Users´ Participation in Virtual Communities and the Benefits Obtained.

Sara Campo, Autonomous University of Madrid
Jano Jiménez, Autonomous University of Madrid
Natalia Rubio, Universidad Autónoma of Madrid
Nieves Villaseñor, Universidad Autónoma of Madrid
Mªjesus Yague, Universidad Autónoma of Madrid

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.