When I Share, I Feel Unique: Sharing One’S Customization Experience Increases Feelings of Pride

We demonstrate that sharing one's customization experience (e.g., by messaging a friend) versus not sharing it increases feelings of pride toward the customized product. This positive effect of sharing one’s customization experience is limited to self-expressive (but not functional) customization tasks and consumers high (vs. low) in need for uniqueness.


Rocio Alarcón López, Anne-Kathrin Klesse, Salvador Ruiz de Maya, and Inés López López (2020) ,"When I Share, I Feel Unique: Sharing One’S Customization Experience Increases Feelings of Pride", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 857-862.


Rocio Alarcón López, University of Murcia
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands
Salvador Ruiz de Maya, University of Murcia
Inés López López, University of Murcia


NA - Advances in Consumer Research Volume 48 | 2020

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