Title: 'I combined it myself'-effect : how to influence customers’ willingness to pay
Authors : Otto, Jessica
Hari, Jürg J.
Pages : 1
Pages to: 6
Conference details: The 50th Academy of Marketing Conference, Hull, 3.-6. Juli 2017
Publisher / Ed. Institution : Academy of Marketing
Issue Date: 2017
License (according to publishing contract) : Licence according to publishing contract
Type of review: No review
Language : English
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
ISBN: 978-1-5272-1271-8
URI: https://digitalcollection.zhaw.ch/handle/11475/12928
Appears in Collections:Publikationen School of Management and Law

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