Featured Research

from universities, journals, and other organizations

DIY for the holidays: Why do consumers enjoy gifts that require work?

Date:
November 19, 2013
Source:
University of Chicago Press Journals
Summary:
From gourmet cooking to assembling a flower bouquet, consumers thrive in a creative environment. A new study suggests a greater sense of appreciation and overall value is given to products that are customized during the design process.

From gourmet cooking to assembling a flower bouquet, consumers thrive in a creative environment. A new study in the Journal of Consumer Research suggests a greater sense of appreciation and overall value is given to products that are customized during the design process.

According to the study, the process of participating in making a product should not only engage consumers, it should challenge them, which in turn will make their experience that much more rewarding.

"Infusing choice is particularly value enhancing for consumption activities that involve a great deal of effort and activity," write authors Eva C. Buechel (University of Miami) and Chris Janiszewski (University of Florida).

The researchers asked consumers to create holiday themed figures from a craft kit in an effort to understand how the act of customized assembly was valued. What they found was that not only does allowing consumers to take part in the assembly of a product lead to a positive experience, the more engaged the consumers are, the more value they place on the final outcome.

The authors also observed that higher assembly effort leads to a higher valuation of a to-be-assembled product when customization and assembly are integrated. This outcome occurs because the overall experience is perceived to be creative and positively engaging. Conversely, the researchers found that when assembly efforts were segregated from the task they were perceived to be irritating and negatively engaging.

Companies that engage consumers in the creation of a product can harness the beneficial effects of customized assembly. "Customization should be incorporated into otherwise tedious activities whenever possible. Cookbooks, for example, should offer clear instructions, but they should also allow for choices when it comes to possible substitute ingredients, cooking techniques, and plating options. The end result may turn more novice chefs into aficionados," the authors conclude.


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. Eva C. Buechel and Chris Janiszewski. A Lot of Work or a Work of Art: How the Structure of a Customized Assembly Task Determines the Utility Derived from Assembly Effort. Journal of Consumer Research, February 2014

Cite This Page:

University of Chicago Press Journals. "DIY for the holidays: Why do consumers enjoy gifts that require work?." ScienceDaily. ScienceDaily, 19 November 2013. <www.sciencedaily.com/releases/2013/11/131119193930.htm>.
University of Chicago Press Journals. (2013, November 19). DIY for the holidays: Why do consumers enjoy gifts that require work?. ScienceDaily. Retrieved July 30, 2014 from www.sciencedaily.com/releases/2013/11/131119193930.htm
University of Chicago Press Journals. "DIY for the holidays: Why do consumers enjoy gifts that require work?." ScienceDaily. www.sciencedaily.com/releases/2013/11/131119193930.htm (accessed July 30, 2014).

Share This




More Science & Society News

Wednesday, July 30, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Britain Testing Driverless Cars on Roadways

Britain Testing Driverless Cars on Roadways

AP (July 30, 2014) British officials said on Wednesday that driverless cars will be tested on roads in as many as three cities in a trial program set to begin in January. Officials said the tests will last up to three years. (July 30) Video provided by AP
Powered by NewsLook.com
Health Insurers' Profits Slide

Health Insurers' Profits Slide

Reuters - Business Video Online (July 30, 2014) Obamacare-related costs were said to be behind the profit plunge at Wellpoint and Humana, but Wellpoint sees the new exchanges boosting its earnings for the full year. Fred Katayama reports. Video provided by Reuters
Powered by NewsLook.com
China's Drone King Says the Revolution Depends on Regulators

China's Drone King Says the Revolution Depends on Regulators

Reuters - Business Video Online (July 30, 2014) Comparing his current crop of drones to early personal computers, DJI founder Frank Wang says the industry is poised for a growth surge - assuming regulators in more markets clear it for takeoff. Jon Gordon reports. Video provided by Reuters
Powered by NewsLook.com
London Mayor Outlines 50-Year Vision Ahead of Population Rise

London Mayor Outlines 50-Year Vision Ahead of Population Rise

AFP (July 30, 2014) London Mayor Boris Johnson outlined his infrastructure plan for the British capital over the next 50 years on Wednesday, with a focus on how to cope with a population expected to reach 11 million. Duration: 00:57 Video provided by AFP
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