How Does Power Distance Belief Affect Consumers’ Preference For User- Versus Designer-Designed Products?

This study uncovers an important cultural boundary condition for the positive effect of user design. We demonstrate that low-PDB consumers prefer user-designed to designer-designed products because they identify more with user-driven companies. In contrast, high-PDB consumers prefer designer-designed to user-designed products due to these consumers’ stronger trust in designer-driven companies.



Citation:

Xiaobing Song, Yinlong Zhang, and Vikas Mittal (2017) ,"How Does Power Distance Belief Affect Consumers’ Preference For User- Versus Designer-Designed Products?", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 894-895.

Authors

Xiaobing Song, Dalian University of Technology, China
Yinlong Zhang, University of Texas at San Antonio, USA
Vikas Mittal, Rice University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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