Browsing by Author "Yoon, C."

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Consumer participation in the design and realization stages of production: how self-production shapes consumer evaluations and relationship to products
(Elsevier, 2014-12) Atakan, Şükriye Sinem; Bagozzi, R. P.; Yoon, C.; Business Administration; ATAKAN, Şükriye Sinem
Psychological responses of consumers to specific stages of self-production activities are investigated in four studies. Findings reveal that consumer participation in the realization stage (physical production) enhances affective commitment to the product. However, physical production without opportunity to express choice or creativity during the production process does not change the symbolic meaning of the product (how self-expressive it is) and, therefore, does not result in identification with the product. Participation during the design stage (input-specification) enhances identification, leading to affective commitment, which in turn enhances evaluation of the self-made product. Finally, engaging consumers in both the realization and design stages of the production process does not create value for consumers over and above the main effects created by a high level of participation in either stage.
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Make it your own: how process valence and self-construal affect evaluation of self-made products
(Wiley, 2014-06) Atakan, Şükriye Sinem; Bagozzi, R. P.; Yoon, C.; Business Administration; ATAKAN, Şükriye Sinem
Self-production, participation of consumers in the production process of products for their own consumption, leads to consumers' enhanced evaluations of the self-made products. Three experimental studies investigate how and why self-production affects consumers' product evaluations and reveal that not all production experiences create additional value for all consumers. In particular, Studies 1 and 2, using hypothetical stories and real experiences, show that only positive (vs. negative) production experiences enhance evaluations of self-made products over products made by others. Positive (but not negative) experiences decrease the psychological distance between the self and the product and strengthen identification with it. Study 3 manipulates self-construal (independent vs. interdependent) to investigate its role on evaluation of self-made products and products made with close others as a group (i.e., group-made). Consumers with independent self-construal evaluate self-made (vs. other-made) products more favorably only if the process is positive. However, consumers with interdependent self-construal evaluate self-made products more favorably even if the process is negative. Additionally, consumers with interdependent (vs. independent) self-construal exhibit more favorable evaluation of group-made products. Finally, even if consumers know how another person feels while making a product, other people's process emotions do not affect consumers' product judgments as strongly as their own experienced process emotions.