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.

"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 August 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 August 22, 2014).

Share This




More Mind & Brain News

Friday, August 22, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Lost Brain Cells To Blame For Sleep Problems Among Seniors

Lost Brain Cells To Blame For Sleep Problems Among Seniors

Newsy (Aug. 21, 2014) According to a new study, elderly people might have trouble sleeping because of the loss of a certain group of neurons in the brain. Video provided by Newsy
Powered by NewsLook.com
Do More Wedding Guests Make A Happier Marriage?

Do More Wedding Guests Make A Happier Marriage?

Newsy (Aug. 20, 2014) A new study found couples who had at least 150 guests at their weddings were more likely to report being happy in their marriages. Video provided by Newsy
Powered by NewsLook.com
Charter Schools Alter Post-Katrina Landscape

Charter Schools Alter Post-Katrina Landscape

AP (Aug. 20, 2014) Nine years after Hurricane Katrina, charter schools are the new reality of public education in New Orleans. The state of Louisiana took over most of the city's public schools after the killer storm in 2005. (Aug. 20) Video provided by AP
Powered by NewsLook.com
Researcher Testing on-Field Concussion Scanners

Researcher Testing on-Field Concussion Scanners

AP (Aug. 19, 2014) Four Texas high school football programs are trying out an experimental system designed to diagnose concussions on the field. The technology is in response to growing concern over head trauma in America's most watched sport. (Aug. 19) Video provided by AP
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:
from the past week

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