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Every ending is a new beginning: Poignancy increases consumer preferences for self-made products

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  • Septianto, Felix

Abstract

Retailers and brands such as IKEA, Home Depot, and Build-a-Bear encourage consumers to ‘make’ their products rather than be passive recipients. While a growing literature explores ‘why’ consumers purchase self-made products, it is less understood ‘how’ marketers can develop effective advertising and marketing communications to promote such products. Building on the functionalist framework of emotion, the present research explores the potential of a mixed emotional appeal – poignancy – that may be useful in enhancing consumer preferences for self-made products. Notably, this effect is mediated by a fresh start mindset and openness to learning. The effect is also attenuated among consumers with a low personal control. In addition to having substantive practical implications to marketers in developing effective communication strategies, this research offers a novel perspective on the effect of poignancy on consumer decision making.

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  • Septianto, Felix, 2021. "Every ending is a new beginning: Poignancy increases consumer preferences for self-made products," International Journal of Research in Marketing, Elsevier, vol. 38(3), pages 732-748.
    • Handle: RePEc:eee:ijrema:v:38:y:2021:i:3:p:732-748
    DOI: 10.1016/j.ijresmar.2020.11.004
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    Cited by:

    1. Xin, Benlu & Zhu, Chengfeng & Septianto, Felix, 2022. "The effects of mixed emotional appeals in leveraging paradox brands," Journal of Business Research, Elsevier, vol. 153(C), pages 266-275.
    2. Gohary, Ali & Madani, Fatima & Chan, Eugene Y. & Tavallaei, Stella, 2023. "Political ideology and fair-trade consumption: A social dominance orientation perspective," Journal of Business Research, Elsevier, vol. 156(C).
    3. Japutra, Arnold & Septianto, Felix & Can, Ali Selcuk, 2022. "Feeling grateful versus happy? The effects of emotional appeals in advertisements on self-made products," Journal of Retailing and Consumer Services, Elsevier, vol. 69(C).

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