The "I Designed It Myself" Effect in Mass Customization

By Nikolaus Franke, Martin Schreier, Ulrike Kaiser. Management Sciences, 2010

758 citations recorded by the source corpus.

Subfields: Management of Technology and Innovation, Marketing

View Paper: https://www.semanticscholar.org/paper/f9d7ff6b3d1a479cde65ab2a01631a1bd9b97e32

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In Management of Technology and Innovation

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Citations in the corpus

Consumer participation in the design and realization stages of production: How self-production shapes consumer evaluations and relationships to products (2014, background): “, better fit between the consumer's underlying preferences and product attributes (Franke et al., 2010; Moreau & Herd, 2010).”
The Handmade Effect: What's Love Got to Do with It? (2015, methodology): “…demonstrated to be a reliable and valid elicitation method of consumers’ WTP (Wertenbroch and Skiera 2002) and has been used widely in marketing (e.g., Franke, Schreier, and Kaiser 2010; Fuchs, Prandelli, and Schreier 2010; Mochon, Norton, and Ariely 2012; Norton, Mochon, and Ariely 2012; Nunes…”
Evolution of Consumption: A Psychological Ownership Framework (2020, background): “…ownership of that data if firms give consumers more control of its disclosure, display, and delivery, facilitating identification with the data and its consumption (e.g., see their health data as an indicator of “me” rather than “it”; Franke, Schreier, and Kaiser 2010; Weiss and Johar 2016).”
A psychological ownership approach to designing object attachment (2015, background): “Other studies relate psychological ownership to various aspects of attachment such as users giving an object a higher valuation (Franke, Schreier, and Kaiser 2010; Reb and Connolly 2007), developing a sense of stewardship (Davis, Schoorman, and Donaldson 1997; Hernandez 2012), and avoiding loss…”
Why Customers Value Mass-customized Products: The Importance of Process Effort and Enjoyment (2010, positive): “…increment of self-designed products (Franke, Keinz, and Steger, 2009), recent research has added more subtle psychological factors including, for example, pride feelings of having made it oneself (Deng and Hutchinson, 2009; Franke, Schreier, and Kaiser, 2010; Moreau and Herd, 2010; Norton, 2009).”
I’m Proud of It: Consumer Technology Appropriation and Psychological Ownership (2015, neutral): “Related empirical research supports this conceptualization, finding that pride due to accomplishment mediates the effect of self-design (Franke, Schreier, and Kaiser, 2010) and self-build (Mochon, Norton, and Ariely, 2012) on the value consumers ascribe to the cocreated product.”
Adjusting the Warm-Glow Thermostat: How Incentivizing Participation in Voluntary Green Programs Moderates Their Impact on Service Satisfaction (2016, background): “Relatedly, Franke, Schreier, and Kaiser (2010) describe an “I designed it myself effect” wherein the relationship between coproduction and willingness to pay is mediated by “feelings of accomplishment.””
Egocentric Categorization and Product Judgment: Seeing Your Traits in What You Own (and Their Opposite in What You Don’t) (2013, background): “…the consequences of inducing consumers to feel ownership over a product, this topic has important practical implications for marketing practices that induce consumers to feel ownership of products before purchase, such as product touch (Peck and Shu 2009) or mass customization (Franke et al. 2010).”
Consumer Participation in Cause-Related Marketing: An Examination of Effort Demands and Defensive Denial (2018, background): “Research on coproducing has found that consumers enjoy feeling in control and like they are active contributors to an outcome (Franke et al. 2010).”
Consumer Participation in Coproduction: “I Made it Myself” Effects on Consumers’ Sensory Perceptions and Evaluations of Outcome and Input Product (2012, background): “…in coproduction (Bendapudi and Leone 2003), the emergent service-dominant logic (Lusch and Vargo 2006; Vargo and Lusch 2004), self-design (Franke, Schreier, and Kaiser 2010), user design (Moreau and Herd 2010), customer creativity (Dahl and Moreau 2007), and empowerment strategies in…”
Bolstering and restoring feelings of competence via the IKEA effect (2012, background): “Prior research has demonstrated that people are willing to pay more for goods that they create than for identical goods created by someone else (Franke et al., 2010; Norton et al., 2012).”