Walasek, Lukasz, Rakow, Tim and Matthews, William J. (2017) When does construction enhance product value? Investigating the combined effects of object assembly and ownership on valuation. Journal of behavioral decision making, 30 (2). pp. 144-156. doi:10.1002/bdm.1931

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Abstract

Recent findings have shown that even without the ability to customize a product, individuals pay more for goods that they assembled. In this paper we examine which components of this creation process account for the increase in valuation, and whether it operates equally for owners and non-owners of the self-assembled object. Based on the self-extension theory of ownership, we propose a psychological mechanism by which the assembly process strengthens the self–object association. In three experiments, we find that—although witnessing the assembly process or assembling a similar product can increase participants' evaluation of, and attachment to, a product that they own—a greater and more consistent increase in valuation and attachment arises when owners assemble their product themselves. Seemingly, merely learning about the assembly process plays only a small role in enhancing value; for substantial increases in value, one must actually assemble the product oneself. Contrary to the previous findings on the effects of labour on willingness to pay, we find little effect of product assembly among non-owners of the product. We suggest that self-assembly encourages objects to be incorporated into the self, but that this occurs most effectively when one owns the product. Copyright © 2015 John Wiley & Sons, Ltd.

Item Type:	Journal Article
Subjects:	H Social Sciences > HF Commerce T Technology > TX Home economics
Divisions:	Faculty of Science > Psychology Faculty of Science > WMG (Formerly the Warwick Manufacturing Group)
Library of Congress Subject Headings (LCSH):	Consumers -- Attitudes -- Psychological aspects, Shopping, IKEA -- Influence
Journal or Publication Title:	Journal of behavioral decision making
Publisher:	John Wiley & Sons Ltd.
ISSN:	0894-3257
Official Date:	April 2017
Dates:	Date Event April 2017 Published 29 December 2015 Available 4 November 2015 Accepted 28 January 2015 Submitted
Volume:	30
Number:	2
Page Range:	pp. 144-156
DOI:	10.1002/bdm.1931
Status:	Peer Reviewed
Publication Status:	Published
Access rights to Published version:	Restricted or Subscription Access

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