Consumer Participation in Coproduction: “I Made it Myself” Effects on Consumers’ Sensory Perceptions and Evaluations of Outcome and Input Product
Consumer Participation in Coproduction: “I Made it Myself” Effects on Consumers’ Sensory Perceptions and Evaluations of Outcome and Input Product
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DOI：
10.1509/jm.10.0205
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发表时间：
2012-03
影响因子：
12.9
通讯作者：
S. Troye;M. Supphellen
中科院分区：
文献类型：
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作者：
S. Troye;M. Supphellen
当消费者在最终产品的创造中发挥积极作用时，如准备一顿饭或组装一件家具，他们就参与了自我生产。在三项涉及品牌投入产品的自我生产实验研究中，作者表明，消费者积极参与价值创造过程（准备一顿饭）会使他们对结果（一道菜）和投入产品（一套晚餐）的评价产生积极的偏差。一个积极的评价偏差的投入产品发生，尽管增加了自我归因，由于自我生产。为了支持联想自我锚定解释和自我生成有效性的概念，自我生产的消费者偏向他们的感官知觉（例如，咸度和辣度的感知水平），以便它们与结果的积极评价相匹配。中介作用分析表明，知觉自我整合（知觉自我与结果之间的联系）部分中介自我生产对结果评价的积极影响。作者得出结论，品牌投入品可能受益于自我生产造成的评价偏差。
Consumers engage in self-production when they play an active role in the creation of end products, such as preparing a meal or assembling a piece of furniture. In three experimental studies of self-production involving a branded input product, the authors show that consumers’ active engagement in the value creation process (preparing a meal) positively biases their evaluations of an outcome (a dish) and an input product (a dinner kit). A positive evaluation bias for the input product occurs despite increased self-attribution due to self-production. In support of an associative self-anchoring explanation and the notion of self-generated validity, self-producing consumers bias their sensory perceptions (e.g., perceived level of saltiness and spiciness) so that they match a positive evaluation of the outcome. Mediation analyses show that perceived self-integration (perceived link between self and outcome) partly mediates the positive effect of self-production on outcome evaluation. The authors conclude that branded input products may benefit from the evaluation bias caused by self-production.