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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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