The self-creation effect: making a product supports its mindful consumption and the consumer’s well-being

Johanna Brunneder () and Utpal Dholakia ()
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Johanna Brunneder: EDHEC Business School
Utpal Dholakia: Rice University

Marketing Letters, 2018, vol. 29, issue 3, No 8, 377-389

Abstract: Abstract Popular cultural movements such as Slow Food and the Maker Movement emphasize product self-creation―personally creating products, then consuming them, as a core value. We present the first research to examine how product self-creation affects the individual’s consumption experience of such products and their well-being. Seven field and lab studies provide evidence that when consumers self-create a product, they appreciate it to a greater degree, are likely to consume it more mindfully, and experience greater domain-specific and general well-being. The individual’s private self-consciousness strengthens the effect. Self-creating products offers consumers with a practical, versatile, and personal interest-driven way to transcend their traditional role, to consume more consciously and sustainably, while concurrently enhancing the enjoyment of their consumption experience.

Keywords: Product self-creation; Mindfulness; Mindful consumption; Consumer well-being; Consciousness (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (2)

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DOI: 10.1007/s11002-018-9465-6

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