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To Each His Own? How Comparisons with Others Influence Consumers' Evaluations of Their Self-Designed Products

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  • C. Page Moreau
  • Kelly B. Herd

Abstract

The vast majority of consumer behavior research has examined how consumers respond to products that are offered on a "take it or leave it" basis by the manufacturer. Self-design changes the rules substantially, allowing consumers to have much more control over the product's characteristics. This research examines the factors influencing consumers' evaluations of self-designed products. Three studies demonstrate that a superior fit between consumers' underlying preferences and their customized products cannot fully explain self-design evaluations. Comparisons with designers of comparable products can significantly influence evaluations as well. The first two experiments examine how social comparisons with the designers of similar "off-the-rack" products influence evaluations, identifying two key moderators useful in overcoming the negative effects of an upward comparison. A third study uses a real online design task to gain understanding of how the timing of the social comparison moderates the direction of the comparison (upward vs. equivalent) to influence evaluations. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • C. Page Moreau & Kelly B. Herd, 2010. "To Each His Own? How Comparisons with Others Influence Consumers' Evaluations of Their Self-Designed Products," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 806-819, February.
    • Handle: RePEc:oup:jconrs:v:36:y:2010:i:5:p:806-819
    DOI: 10.1086/644612
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    Cited by:

    1. Teichmann, Karin & Scholl-Grissemann, Ursula & Stokburger-Sauer, Nicola E., 2016. "The Power of Codesign to Bond Customers to Products and Companies: The Role of Toolkit Support and Creativity," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 15-30.
    2. Jennifer K D’Angelo & Kristin Diehl & Lisa A Cavanaugh, 2019. "Lead by Example? Custom-Made Examples Created by Close Others Lead Consumers to Make Dissimilar Choices," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 46(4), pages 750-773.
    3. Oksana Loginova & Niladri B. Syam, 2020. "Sourcing Co-Created Products: Should Your Suppliers Collaborate on Cost Reductions?," Review of Industrial Organization, Springer;The Industrial Organization Society, vol. 56(2), pages 329-355, March.
    4. Douglas Olsen, G. & Pracejus, John W., 2020. "Customized advertising: Allowing consumers to directly tailor messages leads to better outcomes for the brand," Journal of Business Research, Elsevier, vol. 116(C), pages 245-257.
    5. Rosa, José Antonio & Qualls, William J. & Ruth, Julie A., 2014. "Consumer creativity: Effects of gender and variation in the richness of vision and touch inputs," Journal of Business Research, Elsevier, vol. 67(3), pages 386-393.
    6. Dinah Cohen-Vernik & Oksana Loginova & Niladri B. Syam, 2016. "Sourcing Co-Created Products: Should your Suppliers Collaborate?," Working Papers 1618, Department of Economics, University of Missouri, revised 14 Aug 2018.
    7. Christian Hildebrand & Gerald Häubl & Andreas Herrmann & Jan R. Landwehr, 2013. "When Social Media Can Be Bad for You: Community Feedback Stifles Consumer Creativity and Reduces Satisfaction with Self-Designed Products," Information Systems Research, INFORMS, vol. 24(1), pages 14-29, March.
    8. 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).
    9. Atakan, S. Sinem & Bagozzi, Richard P. & Yoon, Carolyn, 2014. "Consumer participation in the design and realization stages of production: How self-production shapes consumer evaluations and relationships to products," International Journal of Research in Marketing, Elsevier, vol. 31(4), pages 395-408.
    10. Ravi Mehta & Darren W. Dahl & Rui (Juliet) Zhu, 2017. "Social-Recognition versus Financial Incentives? Exploring the Effects of Creativity-Contingent External Rewards on Creative Performance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 536-553.
    11. Kumar Rakesh Ranjan & Stuart Read, 2016. "Value co-creation: concept and measurement," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 290-315, May.
    12. Izadi, Anoosha & Rudd, Melanie & Patrick, Vanessa M., 2019. "The Way the Wind Blows: Direction of Airflow Energizes Consumers and Fuels Creative Engagement," Journal of Retailing, Elsevier, vol. 95(4), pages 143-157.
    13. Niek Althuizen & Bo Chen, 2022. "Crowdsourcing Ideas Using Product Prototypes: The Joint Effect of Prototype Enhancement and the Product Design Goal on Idea Novelty," Management Science, INFORMS, vol. 68(4), pages 3008-3025, April.
    14. Hashemi-Petroodi, S. Ehsan & Thevenin, Simon & Kovalev, Sergey & Dolgui, Alexandre, 2023. "Markov decision process for multi-manned mixed-model assembly lines with walking workers," International Journal of Production Economics, Elsevier, vol. 255(C).
    15. Cohen-Vernik, Dinah & Pazgal, Amit & Syam, Niladri B., 2019. "Competing with co-created products," International Journal of Research in Marketing, Elsevier, vol. 36(1), pages 63-82.
    16. Grissemann, Ursula S. & Stokburger-Sauer, Nicola E., 2012. "Customer co-creation of travel services: The role of company support and customer satisfaction with the co-creation performance," Tourism Management, Elsevier, vol. 33(6), pages 1483-1492.
    17. Nishikawa, Hidehiko & Schreier, Martin & Ogawa, Susumu, 2013. "User-generated versus designer-generated products: A performance assessment at Muji," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 160-167.
    18. Annika Wiecek & Daniel Wentzel & Aras Erkin, 2020. "Just print it! The effects of self-printing a product on consumers’ product evaluations and perceived ownership," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 795-811, July.
    19. Lidan Xu & Ravi Mehta, 2022. "Technology devalues luxury? Exploring consumer responses to AI-designed luxury products," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1135-1152, November.
    20. Beibei Dong & K. Sivakumar, 2017. "Customer participation in services: domain, scope, and boundaries," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 944-965, November.
    21. Darren W. Dahl & Christoph Fuchs & Martin Schreier, 2015. "Why and When Consumers Prefer Products of User-Driven Firms: A Social Identification Account," Management Science, INFORMS, vol. 61(8), pages 1978-1988, August.
    22. Mochon, Daniel & Norton, Michael I. & Ariely, Dan, 2012. "Bolstering and restoring feelings of competence via the IKEA effect," International Journal of Research in Marketing, Elsevier, vol. 29(4), pages 363-369.
    23. Stock, Carolin & Gierl, Heribert, 2015. "It’s a consumer’s idea, you must like it: The efficacy of created-by-consumer cues in market communication," Die Unternehmung - Swiss Journal of Business Research and Practice, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 69(4), pages 371-395.
    24. Maria Antonietta Raimondo & Stefania Farace & Gaetano Nino Miceli, 2018. "User-Generated Systems of Signs and Meanings in Product Customization: Taxonomies and Research Directions," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2018(2), pages 61-83.

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