Made For You: the Effect of Consumer Identification on Consumer Preference

This research examines how knowing that consumers’ names are identified to producers can change consumers’ evaluations of products and producers. We show that consumers’ preferences shift toward a product when that product’s producer knows their names, and this effect is driven by a sense of de-objectification.


Sarah Lim, Stijn M. J. van Osselaer, Christoph Fuchs, and Martin Schreier (2016) ,"Made For You: the Effect of Consumer Identification on Consumer Preference", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 118-122.


Sarah Lim, Cornell University, USA
Stijn M. J. van Osselaer, Cornell University, USA
Christoph Fuchs, Technical University Munich, Germany and Erasmus University, The Netherlands
Martin Schreier, WU Vienna University of Economics and Business, Austria


NA - Advances in Consumer Research Volume 44 | 2016

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