Featured Research

from universities, journals, and other organizations

To Each His Own: Consumers And Self-designed Products

Date:
August 24, 2009
Source:
University of Chicago Press Journals
Summary:
From running shoes to ceiling fans, consumers are becoming the designers of their own products. A new study looks at the ways consumers compare their creations to those designed by professionals.

From running shoes to ceiling fans, consumers are becoming the designers of their own products. A new study in the Journal of Consumer Research looks at the ways consumers compare their creations to those designed by professionals.

Related Articles


"When consumers choose to take on the designer role, they are essentially rejecting the professionally designed alternatives offered by the manufacturer, " write authors C. Page Moreau and Kelly B. Herd (both University of Colorado). "In doing so, they are also implicitly relinquishing the professionals' expertise and talent, a move which may have some subtle but significant effects on the evaluations of their self-designed products."

The authors conducted three studies to examine the ways consumers compare their own talents, skills, and designs to those of the professional designers. In the first two studies, the authors found that amateur designers had lower self-evaluations of their products when they compared themselves to professionals.

But a third study found that consumers enjoy intentionally competing against professionals. Participants undertook a real online design task (at MyTego.com) where they designed their own "skins" for MP3 players or cell phones, placed orders, and received their products several weeks later. They were also given an opportunity to enter their designs into a contest hosted by the website.

"Our findings show that those who were informed of the contest prior to designing their own skins were almost twice as likely to enter the contest when competing against professional rather than amateur designers," the authors write. Consumers' evaluations of their self-designed skins showed a similar pattern: when they knew about the contest before designing their products, their self-evaluations were more favorable.

"By enabling consumers to compete intentionally against professionals, firms may be able to maximize consumer involvement and participation in self-design," write the authors.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Journal Reference:

  1. C. Page Moreau and Kelly B. Herd. To Each His Own? How Comparisons to Others Influence Consumers' Evaluations of their Self-Designed Products. Journal of Consumer Research, Online August 26; In print February 2010

Cite This Page:

University of Chicago Press Journals. "To Each His Own: Consumers And Self-designed Products." ScienceDaily. ScienceDaily, 24 August 2009. <www.sciencedaily.com/releases/2009/08/090824182540.htm>.
University of Chicago Press Journals. (2009, August 24). To Each His Own: Consumers And Self-designed Products. ScienceDaily. Retrieved December 22, 2014 from www.sciencedaily.com/releases/2009/08/090824182540.htm
University of Chicago Press Journals. "To Each His Own: Consumers And Self-designed Products." ScienceDaily. www.sciencedaily.com/releases/2009/08/090824182540.htm (accessed December 22, 2014).

Share This


More From ScienceDaily



More Mind & Brain News

Monday, December 22, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Researchers Test Colombian Village With High Alzheimer's Rates

Researchers Test Colombian Village With High Alzheimer's Rates

AFP (Dec. 19, 2014) In Yarumal, a village in N. Colombia, Alzheimer's has ravaged a disproportionately large number of families. A genetic "curse" that may pave the way for research on how to treat the disease that claims a new victim every four seconds. Duration: 02:42 Video provided by AFP
Powered by NewsLook.com
Double-Amputee Becomes First To Move Two Prosthetic Arms With His Mind

Double-Amputee Becomes First To Move Two Prosthetic Arms With His Mind

Buzz60 (Dec. 19, 2014) A double-amputee makes history by becoming the first person to wear and operate two prosthetic arms using only his mind. Jen Markham has the story. Video provided by Buzz60
Powered by NewsLook.com
Prenatal Exposure To Pollution Might Increase Autism Risk

Prenatal Exposure To Pollution Might Increase Autism Risk

Newsy (Dec. 18, 2014) Harvard researchers found children whose mothers were exposed to high pollution levels in the third trimester were twice as likely to develop autism. Video provided by Newsy
Powered by NewsLook.com
Yoga Could Be As Beneficial For The Heart As Walking, Biking

Yoga Could Be As Beneficial For The Heart As Walking, Biking

Newsy (Dec. 17, 2014) Yoga can help your weight, blood pressure, cholesterol and heart just as much as biking and walking does, a new study suggests. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins