“I Made It Work”: How Using a Self‐Assembled Product Increases Task Performance
“I Made It Work”: How Using a Self‐Assembled Product Increases Task Performance
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“我成功了”：使用自组装产品如何提高任务绩效
DOI：
10.1002/jcpy.1262
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发表时间：
2021
影响因子：
4.8
通讯作者：
Keith Wilcox
中科院分区：
文献类型：
--
作者：
Sören Köcher;Keith Wilcox
虽然消费者对自组装产品的价值有所增加，但人们对使用此类产品如何影响客观消费结果知之甚少。在三个实验中，目前的研究表明，消费者在使用他们自己生产的产品时，与使用相同但随时可用的产品相比，在任务中表现更好。我们表明，这种效应是由于自我效能的增加，并排除了可能的替代解释（即，产品功效信念、性能动机、心理所有权的感觉和产品喜好）。此外，我们证明了自组装效应只有在消费者实际使用自组装产品时才会出现，当产品组装需要不同的时间和精力时，自组装效应是稳健的，而不仅仅是问题行为效应的结果。理论贡献和未来研究的机会进行了讨论。
Although it is well established that consumers have an increased valuation for self‐assembled products, less is known about how using such products influences objective consumption outcomes. Across three experiments, the current research demonstrates that consumers perform better on tasks when they use a product they have self‐assembled—as opposed to an identical but ready‐to‐use product. We show that this effect results from an increase in self‐efficacy and rule out possible alternative accounts (i.e., product efficacy beliefs, performance motivation, feelings of psychological ownership, and product liking). In addition, we demonstrate that the self‐assembly effect emerges only when consumers actually use the self‐assembled product, is robust when product assembly requires different amounts of time and effort, and is not merely the result of a question‐behavior effect. Theoretical contributions and opportunities for future research are discussed.