|Title:||'I combined it myself'-effect : how to influence customers’ willingness to pay|
|Authors :||Otto, Jessica|
Hari, Jürg J.
|Conference details:||The 50th Academy of Marketing Conference, Hull, 3.-6. Juli 2017|
|Publisher / Ed. Institution :||Academy of Marketing|
|License (according to publishing contract) :||Licence according to publishing contract|
|Type of review:||No review|
|Subject (DDC) :||658.8: Marketing management|
|Abstract:||People like to present themselves, even when buying products. Research showed consumers like self-designed products better than standardized ones and show a higher Willingness-To-Pay. Preference fit, feeling of accomplishment, perceived contribution, process enjoyment, process costs and time needed also influence those effects. To test if this effect also occurs when consumers are only able to combine – not to design – different products to an individual gift set, was the aim of this research. 100 participants took part in an online experiment, 50 of them had the possibility to combine their own gift sets. The results showed that participants who self-combined their gift set, were willing to pay almost 25% more than participants in the other group. In this experimental setting none of the other factors had an impact on the WTP and there was no effect on liking the product. Additionally an effect was found between preference-fit and liking the combined set.|
|Departement:||School of Management and Law|
|Publication type:||Conference paper|
|Appears in Collections:||Publikationen School of Management and Law|
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