The Secret of Self-Made: The Potential of Different Types of Consumer Participation for Product Attachment and Commercial Value

The Secret of Self-Made: The Potential of Different Types of Consumer Participation for Product Attachment and Commercial Value

Consumer participation in the product production process offers chances for consumers and marketers alike, promising a better fit to consumer needs, a more fulfilling product relationship, and a higher willingness to pay (WTP). To exploit this potential, a key question is as to what type of particip...

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Bibliographic Details
Main Authors: Sarah Diefenbach, Svetlana Jung, Thomas Diller, Christina Franze, Stina Maciejczyk
Format: Article
Language:English
Published: MDPI AG 2018-03-01
Series:Social Sciences
Subjects:
consumer participation
self-design versus self-creation
cosmetic versus functional customization
product attachment
willingness to pay (WTP)
Online Access:http://www.mdpi.com/2076-0760/7/4/52

Internet

http://www.mdpi.com/2076-0760/7/4/52

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