The Signature Effect: How Personizing the Fruits of One’S Labor Increases Work Motivation and Performance

Marketers have recently (re-)discovered the value of making the individual producer more personal by revealing the respective individual’s identity at the point-of-purchase. This research looks at consequences for producers and shows that personizing the producer increases work motivation and product quality.


Ulrike Kaiser, Martin Schreier, Christopher Fuchs, and Stijn M. J. van Osselaer (2019) ,"The Signature Effect: How Personizing the Fruits of One’S Labor Increases Work Motivation and Performance", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 254-258.


Ulrike Kaiser, WU Vienna, Austria
Martin Schreier, WU Vienna, Austria
Christopher Fuchs, Technical University of Munich, Germany
Stijn M. J. van Osselaer, Cornell University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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