A Three-Factor Model of Consumer Preference For Self-Designed Products

In this research, we develop a three-factor (i.e., outcome accuracy, mere authorship, and process affect) model of consumer preference for self-designed products. We propose that the preference structure for self-designed products can be determined by one, two, or three of the factors. A study involving 512 participants designing, in different task formats, a Nike iD sports shoe and then evaluating, after different lengths of delay, their self-design embedded in a set of 30 different designs provides preliminary support for this model.



Citation:

Xiaoyan Deng and Wes Hutchinson (2008) ,"A Three-Factor Model of Consumer Preference For Self-Designed Products", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 1024-1024.

Authors

Xiaoyan Deng, University of Pennsylvania
Wes Hutchinson, University of Pennsylvania



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Tuition Myopia: Temporal Discounting Induces a Myopic Focus on the Costs of Higher Education

Haewon Yoon, Indiana University, USA
Yang Yang, University of Florida, USA
Carey K. Morewedge, Boston University, USA

Read More

Featured

The "Healthy=Lighter" Heuristic

Nico Heuvinck, IESEG School of Management
Yi Li, Macquarie University
Mario Pandelaere, Virginia Tech, USA

Read More

Featured

Want to Stick to Your Goals? Think about “Dissimilar” Alternatives that You’ve Forgone!

Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA

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.