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The Handmade Effect: What's Love Got to Do with It?
Abstract
Despite the popularity and high quality of machine-made products, handmade products have not disappeared, even in product categories in which machinal production is common. The authors present the first systematic set of studies exploring whether and how stated production mode (handmade vs. machine-made) affects product attractiveness. Four studies provide evidence for the existence of a positive handmade effect on product attractiveness. This effect is, to an important extent, driven by perceptions that handmade products symbolically "contain love." The authors validate this love account by controlling for alternative value drivers of handmade production (effort, product quality, uniqueness, authenticity, and pride). The handmade effect is moderated by two factors that affect the value of love. Specifically, consumers indicate stronger purchase intentions for handmade than machine-made products when buying gifts for their loved ones but not for more distant gift recipients, and they pay more for handmade gifts when purchased to convey love than simply to acquire the best-performing product.
... Daily necessities Fuchs et al. (2015) Handmade production mode is perceived as symbolically containing "love", which can boost consumers' perception of authenticity, and consequently, the product attractiveness. ...
... In light of the crucial role of the production process in brand authenticity judgment, a body of literature has demonstrated how it transfers valued essence, thereby aligning products with the desired styles (Galoni et al. 2022;Kreuzbauer et al. 2015;Smithers and Joseph 2010). An original production process can also symbolically express affection toward audiences and concerns about cultural preservation (Fuchs et al. 2015;Wilcox et al. 2024). Despite the acknowledged value of traditional production processes, an alternative trend is also evident: brands across various categories, including cafes, wine, and cosmetics, are increasingly employing rigorous scientific methods in the production of their products and emphasizing the science behind bringing these products to market (Philipp-Muller et al. 2023). ...
... Our research further explores how geographical indications can be strategically utilized as a signal of brand authenticity that indicates the distinctive quality of local goods in the marketplace (Dogan and Gokovali 2012;Usunier and Cestre 2007). Specifically, echoing prior literature (Fuchs et al. 2015;Galoni et al. 2022;Smithers and Joseph 2010;Wilcox et al. 2024), we demonstrate the crucial role of the original production process in the authenticity judgment of geographical indication products. We further identify one of the potential hindrances to authenticity: Invoking science in the production process diminishes the perception of authenticity and thereby reduces the valuation of geographical indication products. ...
Marketers frequently emphasize that their products have been scientifically developed, given the general perception of science as beneficial. However, highlighting the scientific production process for geographical indication products may prove counterproductive. Through a series of experiments, the current research demonstrates a negative effect of invoking science in the production process of geographical indication products on consumers' perceived authenticity and valuation (e.g., willingness to pay and purchase behavior). Furthermore, this effect could be eliminated if scientific methods are incorporated into the production process as a supportive element rather than a substitute for traditional methods. Additionally, when science is involved in the packaging design process or marketing communication process, it would be innocuous or even advantageous. By uncovering the detrimental effects of emphasizing a science‐involved production process for geographical indication products, this research provides valuable insights for managers aiming to exploit the advantages of applying scientific advancements in the production and marketing of geographical indication products.
... From a marketing perspective, it addresses a gap in the existing body of work on production processes. While numerous studies have explored consumer preferences regarding different types of production methods (Fuchs et al. 2015), this paper specifically focuses on automated production. We seek to answer two key marketing questions: Should companies invest in making their production processes transparent to consumers? ...
... Additionally, it efficiently optimizes operations (Piccialli et al. 2020). Literature suggests some benefits of handmade production, which are seen as conveying love and enhancing value, particularly in gift-giving due to its unique personal expressions (Fuchs et al. 2015;Kreuzbauer et al. 2015). However, comparing different production processes may not be appropriate because automated production usually entails lower production costs and higher efficiency. ...
... Handmade products often convey deeper symbolic meanings and emotional expressions, reflecting the artistry and personal touch involved (Fuchs et al. 2015). These products are typically associated with uniqueness, personal stories, and authenticity, which enhance their symbolic value (Van der Westhuizen and Kuhn 2023). ...
In this information age, consumers can easily learn about the production process for thousands of products, ranging from low‐end options like budget‐friendly pasta and candy to high‐end alternatives, such as gourmet versions of those same items. Despite the increasing prevalence of marketing practices that display automated production processes (e.g., plant tours, online videos, ads, showcases), there is little research on the effect of this practice. We found that it is not always beneficial for consumers to know that a product is produced through automated manufacturing, contrary to what many managers may expect. This paper explores when and why marketers should disclose automated production processes to consumers. Specifically, we found that disclosing automated production process may have opposite effects based on the product's positioning. Through a preliminary survey, two pilot studies, and eight studies, we found that disclosing the automated production process enhances the evaluation of low‐end products by increasing perceived product function, while it negatively impacts the evaluation of high‐end products by reducing perceived product image. We further examined the boundary conditions for the proposed effect. Notably, the negative impact on high‐end products is not observed when the production process is emphasized as handmade (rather than automation), when the product's country of origin is highlighted, or when the product involves advanced technology. Our findings draw attention to the downsides of the automation process. Additionally, this research helps companies to manage the communication of production methods to consumers strategically.
... Additionally, research indicates that consumers are drawn to handmade items due to attributes such as trust, artistry, uniqueness, environmental friendliness, quality, and a perceived infusion of love (Fuchs et al., 2015;Hidayati et al., 2019;Hsu & Ngoc, 2016;Letzel et al., 2020). Notably, Fuchs et al. (2015) delved into love as a driving force behind purchasing handmade goods, as consumers believe these products show care compared to machine-made alternatives. ...
... Additionally, research indicates that consumers are drawn to handmade items due to attributes such as trust, artistry, uniqueness, environmental friendliness, quality, and a perceived infusion of love (Fuchs et al., 2015;Hidayati et al., 2019;Hsu & Ngoc, 2016;Letzel et al., 2020). Notably, Fuchs et al. (2015) delved into love as a driving force behind purchasing handmade goods, as consumers believe these products show care compared to machine-made alternatives. Research has also spotlighted consumers' willingness to pay a premium for handmade products (Fuchs et al., 2015). ...
... Notably, Fuchs et al. (2015) delved into love as a driving force behind purchasing handmade goods, as consumers believe these products show care compared to machine-made alternatives. Research has also spotlighted consumers' willingness to pay a premium for handmade products (Fuchs et al., 2015). Makers may use SVM to show how the product was created and convey these attributes to consumers, impacting their purchase intentions. ...
... It tends to yield high-quality products with precision and consistency (Markoff 2012). However, consumers still prefer handmade products because of perceived superior quality (Noseworthy, Di Muro, and Murray 2014), naturalness (Abouab and Gomez 2015), and emotional value, such as love (Fuchs, Schreier, and Van Osselaer 2015). Handmade products also fulfill consumers' desires for authenticity due to the involvement of human craftsmanship (Frizzo et al. 2020). ...
... Handmade production predominantly involves human labor, which contrasts sharply with machine-made production, where automated and intelligent machines perform most tasks, minimizing human involvement (Fuchs, Schreier, and Van Osselaer 2015). In recent years, both machinery and labor costs have risen, albeit at different rates. ...
... We expected that in the machine-made condition, participants would perceive greater cost controllability and profit inference regarding the company, leading to a greater perception of price unfairness compared to the handmade condition. Second, research has shown that handmade products are perceived as being of higher quality due to the time and effort invested in their production, making them more appealing to consumers (Fuchs, Schreier, and Van Osselaer 2015). We therefore sought to rule out perceived quality as an alternative explanation. ...
Companies are under greater pressure than ever to charge higher prices to consumers, which could induce an increased perception of price unfairness. However, the role of production mode (handmade vs. machine‐made) in the formation of this negative perception remains unclear. In this research, we examine the relationship between production mode and consumers' perceptions of price unfairness when price increases. We analyze this relationship by testing the serial mediating roles of perceived cost controllability and profit inference and the moderating roles of communication of pricing justification and perceived corporate social responsibility (CSR). We observe that consumers perceive price increases of machine‐made products to be more unfair than those of handmade products because of the former's greater perceived cost controllability and greater profit inference. Furthermore, the effect of production mode on the perception of price unfairness is attenuated when firms actively reveal their reasons for price increases and disclose firms' socially responsible behavior.
... Literature on the designer as a product cue has reported its advantages in various markets and products: Customers' perceptions of products can be shaped by their information about their creative actors and the design processes behind them [18,25]. As a result, having the designer as a product cue could improve customers' perceptions of a product's overall quality [31]. ...
... In marketing, recognizing designers as important to the product significantly affects how consumers see and value the product. Studies by Idemen et al. [31], Da Silva et al. [18], and Fuchs et al. [25] show that mentioning the designer's name increases the product's appeal by focusing on the creativity behind it. This understanding raises consumers' expectations of quality. ...
... Dion and Arnould [19] discuss how luxury brands use designer identities to make products more appealing, supported by the law of contagion, which argues that an object can carry the unseen qualities of its creator, thus affecting consumer perceptions [5,7,39]. Smith et al. [45] and Fuchs et al. [25] extend this concept, suggesting that products, especially handmade ones, symbolically pass the creators' emotions to consumers, increasing product attractiveness and fulfilling consumers' deeper needs for social connection. ...
... The hypothesis is based on the perception that Easter eggs must be evidence of a production mode that is neither alienated nor exclusively profit-seeking (Marx, 1932). The attention to detail evidenced by Easter eggs-and ostensibly driven by motivations other than pure profit-may make consumers think that the employees who created this product were-at least to a degree-intrinsically motivated (Ryan & Deci, 2000) and must have put more love into it (Fuchs et al., 2015). Employees must be interested in, enjoy, and derive more meaning from their work (McAuley et al., 1989;Woolley et al., 2022). ...
... As a stimulus, a used Toyota Prius (a high-tech, mass-produced car from one of the largest car makers in the world) was chosen. Toyota is neither an underdog (Paharia et al., 2011) nor small (Woolley et al., 2022) nor artisanal (Fuchs et al., 2015)-as all these perceptions could give rise to inferences of intrinsic motivation. This study has been preregistered (https:// aspre dicted. ...
... Rights reserved. prevention vs. promotion goals, Chernev, 2004; bad treatment of the brand's employees, Fuchs et al., 2015; and placement on the packaging versus the product itself). All have failed to lessen the Easter egg effect (insignificant). ...
Easter eggs are initially hidden elements of a consumer experience that have little direct commercial benefit for the brand. While Easter eggs may have been present in video games and software since the 1970s, they are now found in more and more consumer products such as cars, fashion, and fast food. This work explores the possible motivations for brands to include Easter eggs in their experiences by testing their effects on consumers during the post-purchase experience. It is found that Easter eggs serve as a new type of quality signal and positively affect perceived quality. The positive effect of Easter eggs on perceived product quality appears to be mediated by increased perceived intrinsic motivation of the brand’s employees. One study on Amazon.com reviews data on video games, and three online experiments on fashion, candy, and cars lend support to these hypotheses.
... Rogeon et al., 2022;Ruan and Mezei, 2022). Some findings suggest a positive technology valuation, with individuals favoring technology over human input (Clark et al., 2016;Dunne et al., 2019;Logg et al., 2019), whereas others suggest a negative technology valuation with individuals favoring human input over technology input (Fuchs et al., 2015;Granulo et al., 2021;Leung et al., 2018). Research proposes that different and even opposite appraisals of technology may reside in the human mind. ...
... financial decisions; Castelo et al., 2019), in hedonic contexts (Longoni and Cian, 2022), and in symbolic contexts (Granulo et al., 2021). Furthermore, research on production processes suggests that individuals favor human-made over machine-made products (Fuchs et al., 2015). In conclusion, technology adoption is a multifaceted phenomenon shaped by a diverse range of factors, beliefs, and perspectives. ...
... Consumers in contrast make judgments that are often driven by qualitative dimensions like symbolic and emotional values rather than economic functional purposes (Granulo et al., 2021). For example, consumers prefer handmade products even if the product is not superior on objective criteria because consumers believe that handmade products include love (Fuchs et al., 2015). Thus, in comparison to consumers, managers hold a more functional, result-oriented mindset, which might be more in line with believes about technology. ...
Même si la valeur de la technologie (par rapport à l’homme) pour développer des produits et offrir des services a été largement explorée du point de vue du consommateur, les managers comprennent-ils vraiment à quel point la technologie présente une valeur ajoutée pour les consommateurs ? Cette recherche met en évidence des disparités entre les perceptions des managers et celles des consommateurs concernant la valeur de la technologie en tant que ressource pour les services et produits. Sept études (N = 1320) réalisées dans différents contextes montrent que la technologie est perçue comme une ressource plus précieuse du point de vue des managers que du point de vue des consommateurs (études 1A–D). Ces différences sont liées au fait que les managers accordent une plus grande importance aux avantages liés à l’efficience de la technologie, contrairement aux consommateurs (étude 2). Pour réduire l’écart entre managers et consommateurs, mettre en avant les avantages technologiques pour les consommateurs peut accroître leur évaluation de la technologie au niveau de celle des managers (étude 3). Cependant, informer les managers des objections des consommateurs à l’égard de la technologie n’a pas permis de corriger leurs évaluations excessivement optimistes de la technologie (étude 4). Nos résultats soulignent l’importance de reconnaître l’écart entre les managers et les consommateurs concernant l’utilisation de la technologie dans les entreprises.
... Research has explored the different responses to human and machine work, for example, handmade effect characterized by love (Fuchs et al., 2015). Anchored on mind perception theory (Gray et al., 2007) and focusing on design process, this study postulates that ascribing mind to design entity (AI vs. human) will explain such a preference. ...
... This study explored how people ascribe minds to AI versus humans and its effect on evaluating the products designed by AI. The three studies provide the evidence supporting the research stream showing a perceptual superiority of human work over AI (Castelo et al., 2019;Fuchs et al., 2015;Li et al., 2023). The advantageous effects of humans as design entity hold because people ascribe better minds to humans than AI and thus believe humans have a better design expertise than AI. ...
... For example, handmade (vs. machine-made) products are perceived to be more attractive because consumers believe them to contain love (Fuchs et al., 2015). Future studies can examine how experience and agency interact with love embedded in the products or how symbolic love and design expertise affect consumer responses differently. ...
The fashion industry can benefit from generative AI because the AI‐assisted design process has the potential to be more efficient and cost‐ and time‐effective. Under the mind perception theory, this study examines how consumers evaluate AI's experiential and intentional abilities and respond to AI‐designed versus human‐designed fashion products. The results of the three online experiments indicate that human‐designed products are generally more favorably evaluated than AI‐designed ones. Such preference was mainly because people ascribe a better intentional capacity to act and plan to humans than AI, which makes them believe humans have better design expertise. The preference for human design over AI design was found regardless of one's tendency to perceive AI threats. The receptivity to the AI design is increased for highly functional (vs. self‐expressive) products, but such a moderating effect of product type may not hold in intra‐product comparisons. Incorporating human elements into the AI‐assisted design process when introducing the products can alleviate the negative responses, but the effectiveness can vary depending on the levels of human elements. This study contributes to the literature by finding the perceptual superiority of human design and suggesting the potential of changing negative bias toward AI design.
... We find that some gag gifters improvise (Coker et al. 2024) in their creation of a personalized gift to create a unique experience for the receiver. This uniqueness and personal thoughtfulness often enhance altruistic gift motives, sometimes creating in the recipient the feeling of identification with the giver, an almost sacred one-of-a-kind gifting experience (Belk et al. 1989;Fuchs et al. 2015). Further, the thought and time spent (i.e., the perceived gift-giving effort; Moisio and Beruchashvili 2009;Wooten 2000) on a gag gift that communicates a shared or intimate joke between the giver and the receiver may increase by the gift often being personalized and handcrafted, fabricated, and/or improvised, with written words and/or unusual wrapping (Coker et al. 2024;Dodson and Belk 1996). ...
... In addition, as we found that improvised or handcrafted gifts were common in gag gifting, gift retailers can further explore carrying materials for humorous handmade gifts and collaborate with artisans due to the "handmade effect" for the perfect gag-gift offering (e.g., Fuchs et al. 2015). ...
Gag gifting is a ritual involving a gift along with a joke at the expense of the recipient (i.e., a “poke”). This study shows that gag gifting occurs frequently, at various occasions. Findings from a qualitative study illustrate the way gag gifts are purchased or handmade into unique or personalized items. To increase the effects of the poke, there is often a ritualistic and public presentation of the gift in front of an audience of family and/or friends. Findings show that the addition of humor can enhance the motives for a gift: it can increase the affection expressed, moderate the affection expressed (when appropriate to the relationship), and more effectively communicate a non‐affection‐related message. However, humor also increases the risks involved in the gift‐giving process. Our findings contribute to the literature on humor and gifting to illustrate the motivations, the rituals, and the importance of gag gifting in the lives of consumers.
... We show that it is not the fact of merely being organic that triggers positive brand and product perceptions and subsequent purchase intentions, but that it can also be triggered by the process of turning organic. Second, by showing the positive effect of turning organicand thus the effect of changing the food production processwe contribute and challenge the promising stream of literature that investigates the effects of different types of production processes on consumers' evaluations (Abouab and Gomez, 2015;Fuchs et al., 2015;Wilcox et al., 2023). Third, while prior research has considered only the brand (Bartels and Hoogendam, 2011) or the product (e.g. ...
... Further work from Streletskaya et al. (2019) and Vecchio et al. (2019) replicated the role of the production process, extending the range of outcomes by showing that such a process can even affect preferences. Our findings contribute to the literature that investigates the effects of different types of production methods on consumers' evaluations (Fuchs et al., 2015) by highlighting the positive effect of turning organic on consumers' responses to organic products. However, they stand in sharp contrast with Wilcox et al.'s (2023) conclusion that consumers evaluate the products of a brand that use a traditional method to be higher in quality than similar products that are not made using a traditional method. ...
Purpose
This paper aims to investigate the impact of a company’s decision to turn organic. Specifically, it examines the effect of such a decision on brand/product outcomes, and the role that organic market penetration plays in these effects.
Design/methodology/approach
Two experiments were conducted using two different food product categories. Data were analyzed using mean comparison tests, serial mediation and moderation analyses.
Findings
Results from Study 1 show that turning organic serially leads to increased perceptions of brand adaptability (mediator 1) and a positive effect on consumers’ perceived product quality (mediator 2), thus leading to stronger purchase intentions. Study 2 replicates and highlights the importance of market characteristics, showing that in markets with low organic market penetration rate (OMPR), brands turning organic are seen as challenging market norms, serially increasing (1) brand innovativeness (an additional mediator), (2) adaptability, (3) product quality perceptions, and then purchase intentions.
Research limitations/implications
This research used online experiments, but the analysis of actual consumer decisions would bring further insight into the effects of turning organic. Moreover, the experiments involved only food products, while other fast-growing organic product categories – like organic cosmetics – could be examined for replication purposes.
Practical implications
By turning organic, brands can position themselves as adaptable and responsive to changing market trends, which – in turn – positively influences how consumers perceive product quality. Companies can thus leverage this positioning by emphasizing their transition to organic in marketing campaigns, framing it as a response to evolving consumer values. Further, turning organic is more beneficial in markets with low OMPRs, which indicates that brands should consider turning organic primarily in such markets.
Originality/value
Unlike previous studies that focused on the static fact of being organic, this research adopts a dynamic view by showing that turning organic affects both product and brand outcomes. It also examines the specific market conditions under which turning organic is the most favorable for brands.
... Although technological advances have made it possible to mass-produce products in a uniform way, the value of handmade products resonates among young people [5]. In research contexts, handmade products have been compared to machine-made products, and the handmade products are generally perceived as more attractive and more likely to contain 'love' than machine-made products, increasing the chances they will be gifted to a loved one [6]. Furthermore, handmade gifts have been shown to promote social relationships [7]. ...
... The following questions were asked regarding eating outcome mental simulation: "As you view this dish, images of how you would feel after eating this dish come to mind" (not at all/to a great extent) and "While viewing this dish, you could imagine how you would feel after eating this dish" (not at all/to a great extent) [13]. We also explored the love invested by the cook ("made with love") with two questions described by Fuchs et al. [6]: "I think the products are made with love" and "I think the products are made with passion" (strongly disagree/strongly agree). ...
... Granulo et al. (2021) demonstrate that uniqueness motives increase preferences for human versus robotic labor in contexts involving symbolic consumption. Fuchs et al. (2015) also observe that respondents to their pilot study found handmade products more attractive because of their uniqueness. Handmade products, which contain the unique personal touch of the creator, provide consumers with a heightened sense of uniqueness compared to machinemade products because of the unique expression of humanity embodied in the product (Kreuzbauer et al., 2015). ...
... Handmade products, which contain the unique personal touch of the creator, provide consumers with a heightened sense of uniqueness compared to machinemade products because of the unique expression of humanity embodied in the product (Kreuzbauer et al., 2015). Conversely, machine-made products are characterized by consistency, uniformity and a lack of distinctiveness and uniqueness (Fuchs et al., 2015). We may therefore consider that when consumers are exposed to a product they perceive as unique, they infer that this product has been made by a human-made production rather than a machine-made production. ...
Purpose
Although prior research has shown the influence of the degree of simplicity (versus complexity) in packaging design on consumer’s product and brand perceptions, no research to date has analyzed the effect of minimalist packaging on perceived product naturalness. This research thus aims to investigate the underlying mechanisms explaining how a minimalist food packaging design may lead consumers to perceive a product as more natural.
Design/methodology/approach
The paper is based on two pre-tests and two experiments ( N = 152 and N = 220) focusing on food products. Serial–parallel mediations are performed to test the effect of minimalist packaging design on perceived product naturalness.
Findings
In a food consumption context, we demonstrate and replicate the positive impact of minimalism on perceived product uniqueness, which then positively influences both production mode and perceived taste, which, in turn, increases perceived product naturalness.
Originality/value
The findings provide new insights into the influence of food packaging design on consumers’ product perception. This paper offers a deeper understanding of the relationship between minimalist food packaging design and product naturalness by highlighting the mediating roles of perceived uniqueness, production mode and perceived taste.
... In the literature on ICH-inspired product consumption, the majority of existing research has focused mainly on handicrafts recognized as ICH or ICH-related souvenirs (Fuchs et al., 2015;Zhang et al., 2023). For example, Zhang et al. (2023) examined the influence of cultural identity and knowledge on consumers' purchase intentions for products crafted with ICH-designated handicrafts. ...
Intangible cultural heritage (ICH) elements are increasingly incorporated into brand marketing strategies to appeal to local consumers. However, little is known about the effect of ICH label on consumer brand responses. Drawing on cue utilization theory and social identity theory, this study examined the effects of ICH label and brand types (i.e., brand origin and brand positioning) on Chinese consumers’ brand attitudes and purchase intentions for brands incorporating Chinese ICH elements through the mediation role of cultural respect. This study tested the research hypotheses through three online experimental studies. Results revealed that attaching an ICH label (vs. without the label) to a brand’s ICH-inspired product significantly enhanced Chinese consumer brand responses, with this effect being more pronounced for foreign brands than domestic brands. These relationships were mediated by cultural respect. Additionally, this study explored the moderating role of foreign brand positioning and found that the ICH label was more effective for foreign mainstream brands than for luxury brands. This study provides evidence regarding the effectiveness of attaching an ICH label to improve consumers’ responses to brands utilizing ICH elements and to help weaken or eliminate local consumers’ in-group biased responses to foreign brands by considering various brand levels.
... #ad #sponsored #bombassocks" (see Supplementary Appendix H). After viewing the post, participants were informed that they would be entered into a lottery in which five students would receive a prize of $20, which was adapted from the Becker-DeGroot-Marschak (BDM) lottery method employed in prior research (Becker, Degroot, and Marschak1964;Fuchs, Schreier, and Van Osselaer 2015). Participants were told that they would be asked to indicate the maximum amount they would be willing to pay for a pair of Bombas socks (up to $20) and that a These results support H 3a and H 3b , suggesting that a match between consumers' propensity to anthropomorphize and the message's temporal focus can further increase petfluencers' persuasiveness. ...
The use of social media influencers (SMIs) is of growing interest to advertisers as well as researchers. Though, to date, much research focuses on human influencers. Increasingly, advertising agencies and brands are turning to animal influencers to promote brands. Given the rise of the ‘petfluencer’, the authors investigate factors which could lead pets to be more persuasive than humans, and if so, why. In four studies, including one field study and one laboratory experiment, this research supports that petfluencers (vs. human SMIs) can be more persuasive. These effects are driven by increased perceptions of sincerity associated with petfluencers. Additionally, the authors argue that petfluencers are more persuasive when the petfluencer’s message matches consumers’ mindset by being present- (vs. future-) oriented.
... Further, the results of hypothesis seven indicate the direct effect of brand love significantly influencing recommendation intention. Thus, consumers with established emotional connections, proximity, commitment, intimacy, and strong interest in brands can greatly enhance referral intention (Batra et al., 2012;Albert et al., 2008), spread positive information (Carroll & Ahuvia, 2006), and recommend specific products (Fuchs et al., 2015;Aurier & De-Lanauze, 2012). These recommendations are crucial for building purchase desire, as consumers tend to trust the advice of experienced users more than company promotions (Koo, 2015). ...
This study examines the influence of brand experience and authenticity on word-of-mouth (WOM) communication and recommendation intentions among Millennials and Generation Z in Indonesia, focusing on local specialty food products. Furthermore, it investigates how brand love mediates the relationship between brand experience and WOM, as well as between brand trust and recommendation intention. Lastly, it examines the role of brand trust in mediating the relationship between brand authenticity and brand love. Using snowball sampling, data were collected from 492 respondents, targeting Millennials and Gen Z from urban areas in Indonesia. The analyses were performed using Partial Least Squares Structural Equation Modeling (PLS-SEM). The findings reveal that brand authenticity significantly enhances brand trust, while brand love substantially affects WOM and recommendation intentions. Moreover, brand trust positively influences brand love, just as brand authenticity affects brand love through the mediation of brand trust. However, brand experience does not impact brand love. These findings highlight the necessity of creating genuine brand experiences to build trust and brand love, ultimately encouraging recommendation intentions and WOM. This study is among the first to investigate the parallel mediation roles of brand love and brand trust in linking brand experience and authenticity to WOM and recommendation intentions. Furthermore, it contributes to the existing literature on how brands can enhance recommendation intentions and WOM.
... 3 items;Fuchs et al., 2015; ⍺ = .939). The mediating and moderating variables were measured, respectively, as follows. ...
... (2) genuine creativity being characterised solely by humans as in the case of handmade products (Fuchs et al., 2015) or valuations of works of art (Locher et al., 2015;Newman & Bloom, 2012); ...
This study explores students' perceptions of Artificial Intelligence (AI) in the educational process, focusing specifically on creativity and confidence. As AI technology becomes increasingly integrated into higher education, understanding its impact on students' creative development and their confidence in using AI tools is crucial for shaping effective educational practices. To this end, a comprehensive questionnaire was designed and distributed to higher education students across Latvia, Ukraine, and Spain, resulting in a diverse sample of 89 respondents. The survey collected data on demographic information, general AI usage in education, and students' attitudes towards AI's impact on creativity. To analyse the data, the Kruskal-Wallis test was employed to examine country-based differences in AI usage frequency. The results showed no significant variance (p = 0.448). This finding led to the rejection of the hypothesis that students from EU countries use AI more frequently than those from non-EU countries. Descriptive data analysis revealed that 83% of students felt AI did not limit their creative expression, and 69% reported a positive impact on their ability to generate creative solutions. However, only 47% of students expressed confidence in using AI collaboratively, indicating mixed perceptions about its role in group creative tasks. These results suggest that while students generally view AI as supportive of their creativity, there is a need for increased efforts to enhance confidence in AI's collaborative and creative applications. In light of the escalating significance of AI in educational settings, this study is pivotal in elucidating the optimal integration of AI to nurture students' creative growth and fortify their confidence in the effective utilisation of AI tools. This research makes a significant contribution to the field by offering valuable insights into the evolving role of AI in higher education, emphasising the importance of balanced integration strategies for maximising its potential in the educational sphere.
... In light of the new challenges that the production sector is called upon to manage and which affects the entire process, from conception to production to the end of the product's life, this research seeks to explore organizational and operational models for a "renewed" Made in Italy concept, which combines the intrinsic values of high craftsmanship with technological innovation. In summary, while craftsmanship embodies the artistic skills and intangible values associated with production (Fuchs et al., 2015), the convergence of this expertise with contemporary innovation gives rise to what Goretti (2017) terms "advanced craftsmanship." ...
The concept of "Made in Italy" refers to the production of goods in Italy, characterized by a strong association with quality, craftsmanship, and Italian design. In recent years, digitalization has played a crucial role in the evolution of this sector, becoming essential for maintaining international competitiveness and influencing various aspects, as highlighted in the Confindustria Report ‘Digitalization and Innovation in the Italian Manufacturing Sector’ and the European Commission’s Joint Research Centre’s study ‘The impact of digital transformation on Italian manufacturing SMEs’. The integration of intelligent systems into design and manufacturing processes is revolutionizing the industry, promoting greater efficiency, flexibility, and product customization. The National Industry 4.0 Plan, promoted by the Ministry of Economic Development, aims to transform the Italian manufacturing sector through digitalization along four main lines: i) Innovative investments, ii) Skills, iii) Enabling infrastructures, iv) Public support. The plan seeks to enhance the competitiveness of Italian companies in international markets and create an innovation ecosystem. The adoption of technologies such as Industry 4.0, the Internet of Things (IoT), blockchain, Big Data Analytics and integration with additive manufacturing systems has enabled Italian companies to improve product efficiency, quality, and sustainability, while also allowing continuous monitoring and real-time adaptation of production (Goretti et al., 2020; Galli, 2021; Terenzi & Benelli, 2021; Bianchi, 2022; Lombardi & Rinaldi, 2023; Terenzi & Goretti, 2024). Furthermore, the use of artificial intelligence (AI), machine learning, and cyber-physical systems facilitates advanced automation and optimization of design and production processes, reducing time and costs.Simultaneously, the integration of digital archives with manufacturing taxonomies is crucial for organizing and analyzing information in the industrial sector. Digital archives enable the cataloging and management of vast amounts of data related to production processes, materials, and finished products, facilitating traceability and the management of corporate knowledge (Smith & Johnson, 2021; Brown, 2022; Keller, 2023; Wang & Gao, 2022; Zhang & Tao, 2023).The case studies presented demonstrate how these transformations disruptively impact creative processes and design thinking methodologies, bridging the gap between design expertise and production processes. The research introduces a first case study that integrates digital modeling and robotic processes in high-craftsmanship furniture production. A second case study documents the design of a parametric sustainable packaging system through the exploitation of constrained generative AI and product digitization tools. We can thus assert that the digital transition requires significant investments and continuous training of human capital, both in production and in design processes. The research, through the presented case studies, aims to define emerging processes and skills required by Italian high-craftsmanship production districts, which can be developed trans-disciplinarily between historical manufacturing and design knowledge and advanced technologies. By highlighting challenges and opportunities, it is possible to underscore that, while there are positive signs in the adoption of digital technologies, many companies, particularly SMEs, struggle to keep pace with these changes. The main barriers include a lack of digital skills and high investment costs.
... implying its crucial role in forming brand authenticity. This finding is consistent with the handmade effect literature that found love was infused in the making process (Fuchs et al., 2015). It is advisable that business owners and marketers articulate warmth in their communications. ...
... Consumers' mindsets about health, sustainability, and environmental consciousness are crucial in the consumption of artisanal ice cream, cereals, cheese, coffee, and chocolate in the US (Cirne et al., 2019). According to Fuchs et al. (2015), the attractiveness of handicraft products is determined by the positive emotions that consumers associate with this product group through the perception of the creative activity required to make these products. Therefore, the present research also considers it important to examine the emotional component of consumer attitudes, which may be a predictor of consumer intention and behavior towards craft bakery products. ...
Despite the growing consumer interest in local and artisanal foods over the past decades, there have still been few empirical studies on consumer behavior toward crafted food. This study aims to be the first to investigate consumer behavior towards craft bakery products by using the Theory of Planned Behavior model. Data were collected in Hungary, the sample of 418 respondents was weighted by gender and age group to ensure representativeness. Covariance-based structural equation modeling was used as the data analyzing method. The results showed that positive consumer attitudes and the effects of perceived behavioral control explained consumer intention and behavior towards craft bakery products well, but the influence of the consumer’s environment was not confirmed. Based on the results, the main activities proposed to the stakeholders of craft bakery products are those that highlight the availability and affordability of craft bakery products, while raising awareness of sustainability and health aspects. It is worth organizing festivals and events where the consumption of artisan baked goods is combined with pleasant stimuli and aromas. The results of the study provide a good starting point for further research, in which adding more factors to the model would increase its explanatory power.
... In order to provide participants with a real, consequential decision, we used an adapted version of the BDM lottery method (Becker et al., 1964-see MDA: Appendix S1 for details), which has been used in prior research in marketing (Fuchs et al., 2015). At the end of the study, participants were informed that to eliminate the collection of personally identifiable information, chosen lottery winners would be bonused $25 (reflecting the full lottery prize amount) to their MTurk account. ...
The use of influencer marketing campaigns has increased exponentially in recent years as brands have embraced such campaigns in order to capitalize on the relationships that social media influencers (SMIs) have built with their followers as a means of increasing brand awareness and sales. Although influencer marketing is extensively utilized in practice, much is still unknown about the effects of these campaigns, including potential downsides and audience-level variables that could moderate their success. In the current research, we find that partnering with SMIs is perceived as a norm violation for consumers with a high brand attachment, negatively impacting consumption intentions. Across five studies, we show that social media posts originating from an SMI, as opposed to the brand, lead to lower purchase intentions and willingness to pay for consumers with a high brand attachment. Additionally, we consider several moderators to this effect, including the salience of the sponsorship and consumers' attachment to the SMI. We also provide process evidence by documenting that perceptions of a norm violation mediate these effects.
... IIP is a synchronization of the concepts of product innovation and indigenous products. Previous literature shows that culture-based products are considered unique so that they have their appeal (Setyawati et al., 2020), are not considered by consumers based on price but rather on their quality (Fuchs et al., 2015), and can produce high emotional value (Chen et al., 2017). Such local product characteristics can provide benefits, namely sustainable competitive advantages (Dormer, 1997). ...
The primary aim of this study was to empirically examine the contribution of the Innovative Indigenous Product (IIP) approach in enhancing the marketing performance of MSMEs supported by P3UD in Deli Serdang District, North Sumatra. Through the distribution of questionnaires to 98 MSME participants and the application of Smart-PLS 3.0 for analysis, the results reveal that IIP significantly contributes to the relationship between market orientation and marketing performance, suggesting that market orientation indirectly influences marketing performance by fostering IIP. These findings highlight the importance for MSMEs to explore innovative products and services rooted in local culture, which not only boosts marketing performance but also fosters sustainable competitiveness. Additionally, the results suggest that government support plays a critical role in shaping the relationship between market orientation and marketing performance. Overall, the mediation and moderation effects underscore the significance of contingency factors as indispensable elements in efforts to enhance marketing performance.
... Paradoxalement, l'utilisation de l'IA peut valoriser la créativité «à l'ancienne», à savoir une créativité purement humaine qui peut devenir une marque de valeur attribuée à certaines oeuvres. Il conviendrait donc d'identifier les tâches qui pourraient être valorisés par l'absence d'intervention de l'IA (Fuchs et al., 2015). ...
L’article examine la créativité sous l’angle de l’intelligence artificielle (IA) et de son interaction avec la créativité humaine. Traditionnellement perçue comme une faculté exclusivement humaine, la créativité a été redéfinie avec l’avènement de l’IA, en particulier grâce aux progrès en apprentissage profond et en réseaux neuronaux. Ce développement a engendré un débat académique sur la capacité créative de l’IA, avec des opinions variées parmi les chercheurs . L’impact de l’IA sur la créativité organisationnelle est notable, particulièrement en termes d’innovation et d’avantages concurrentiels. Mais le cœur du débat repose sur la question de la créativité intrinsèque de l’IA et son interaction avec la créativité humaine. L’étude vise à comparer et comprendre la créativité humaine et celle de l’IA, ainsi qu’à analyser leur interaction pour obtenir une créativité combinée, dont nous examinons finalement les perspectives de développement .
This research finds that products that have been produced using renewable (“green”) energy, and labeled as such, are perceived to be healthier and, consequently, are more likely to be purchased than otherwise identical products produced with non-green or conventional energy. The effect of green energy production on the perceived healthiness of food products is found to be driven via perceived contagion: Consumers believe that the “good for you” essence of green energy is transferred to the food product during the production process, thereby rendering it healthier and more preferred. Evidence for this relationship is found across 8 studies (N = 1762) using a variety of common food products. Alternative accounts are assessed and ruled out, and it is also found that the impact of green energy production on preferences is moderated by consumers' health orientation. These findings contribute to the growing literature on the broader topic of sustainability initiatives and research examining the complexity and nuances of consumer responses to sustainable products and initiatives.
Artykuł podejmuje problem badawczy dotyczący roli rękodzieła w gospodarce, z szczególnym uwzględnieniem autentyczności produktów oraz wpływu na zmieniające się preferencje konsumenckie w erze konsumpcjonizmu i pandemii COVID-19. Zrozumienie tych zjawisk jest istotne w kontekście wzrastającego zainteresowania produktami handmade, które zyskują na znaczeniu jako alternatywa dla masowej produkcji. Celem artykułu jest określenie roli i znaczenia rękodzieła w kontekście współczesnej gospodarki, zwłaszcza w odniesieniu do zmieniających się preferencji konsumentów, proekologicznych trendów oraz ewolucji sposobów sprzedaży, w tym wykorzystania platform e-commerce. Badanie zostało oparte na danych rynkowych oraz analizie dostępnej literatury. Konsumenci coraz częściej wybierają rękodzieło, kierując się wartościami ekologicznymi oraz społecznymi, co podkreśla rosnącą świadomość w kwestiach zrównoważonego rozwoju. Kluczowe wnioski teoretyczne sugerują, że rękodzieło może stanowić istotny element strategii zrównoważonego rozwoju lokalnych gospodarek. Rekomendacje praktyczne wskazują na konieczność wspierania lokalnych twórców oraz promocji ich produktów poprzez różnorodne kanały marketingowe, co może przyczynić się do dalszego rozwoju sektora.
Purpose
This research examines the effect of handmade production (vs AI-made) on product creativity (dual dimensions of originality and usefulness) evaluations.
Design/methodology/approach
This paper is based on the investment theory of creativity and the experimental method, and the hypothesis is verified through student and non-student samples.
Findings
Handmade production having higher creativity evaluations than the AI-made production. This effect is mediated by the perception that handmade products are perceived as having wisdom imparted to them. Furthermore, the handmade effect is moderated by perceived value. Specifically, when consumers’ perceived value of the product was high, this facilitated the handmade effect on product creativity evaluations. However, in low-perceived value contexts, the handmade effect diminished (originality) or even reversed (usefulness).
Practical implications
For companies, handmade cues are an effective means of marketing new products, especially effective in highlighting product attributes such as originality and novelty. In addition, it is relevant for companies to understand the differences between human and AI labour in consumer perception.
Originality/value
Considering the mediating role of wisdom perception and the moderating role of value perception, the results of the study contribute to the understanding of the relationship between handmade methods and product creativity evaluation. Additionally, this study fills in new influences on the evaluation of product creativity.
The exponential growth of the market for convenience foods has added facilitation to many people’s lives; however, consumers continue to hold mixed views regarding the quality and safety of such foods. Marketers should explore persuasive strategies to counter these negative perceptions and encourage the consumption of convenience foods. This study conducted two online experiments from the perspective of visual persuasion and design to examine the effects of typeface and the inclusion of brand certification in label designs on consumers’ purchase intentions, guided by the dual processing model. The findings indicate that handwritten labels are more effective than machine-written labels are in enhancing consumers’ purchase intentions of convenience foods. These enhanced purchase intentions are related to stronger perceptions of a human presence and confidence in the product when handwritten typeface is used. In addition, a moderated serial mediation analysis revealed that brand certification labels, which serve as a traceable source of product quality and credibility, positively influence consumers’ perceptions of human presence, further boosting consumers’ confidence in a product and their purchase intention. The positive effect of handwritten typeface is particularly pronounced when a label does not include a brand certification, and the presence of such a certification tends to weaken the effect of typeface. These findings clarify the application of the dual processing model and offer theoretical insights and practical guidance for packaging design and marketing strategies for convenience foods.
Purpose
The current article demonstrates how marketing communication cues can affect authenticity perceptions by making consumers feel grounded, which means making them feel emotionally connected to their physical, social or historical environment and points to some boundary conditions.
Design/methodology/approach
Four experimental studies ( n = 624) employing within-subject and mixed factorial designs were used to test the hypotheses.
Findings
The findings show that marketing communications cues of storytelling, nostalgia and sustainability make consumers feel grounded and affect authenticity perceptions for cultural products.
Originality/value
To the best of the authors’ knowledge, the current work is the first to examine the role of groundedness in affecting authenticity perceptions of cultural products.
Advancing technologies have led to structural change in production methods, influencing not only business practices but also significantly reshaping consumer mindsets. Businesses increasingly utilise production cues, such as ‘handmade’, to differentiate their products and foster consumer engagement. While prior studies demonstrate that production cues can affect consumer responses, it remains unclear how the impact of these cues (e.g., handmade vs. machine‐made) differs between consumer segments. Marketers remain uncertain about how to strategically leverage these effects across consumer profiles and product portfolios. Addressing this gap, this research applies regulatory mode theory, providing a nuanced understanding of production cues' impact on consumer engagement, with a focus on locomotion regulatory mode. Study 1, an online survey experiment, presents a moderated mediation analysis: while the effect of production cues on willingness to pay is mediated through love, this impact significantly varies with consumers' locomotion regulatory mode (low vs. high). Study 2 extends these findings through an automated text analysis of social media data ( n = 9380), validating the moderating role of locomotion in a real‐world context by analysing the marketer‐generated content of Facebook posts. The findings of both studies confirm our predictions that production cues elicit distinct engagement responses depending on consumer segments: high‐locomotion consumers, who value efficiency, show diminished engagement with production cues. This research advances the theory of production cue effects by offering novel insights and provides marketers with actionable implications for segmentation and targeted communication.
Incorporating robotics into the service industry fundamentally shifts how hospitality businesses operate and interact with their customers. While there is a growing interest in understanding consumer responses to humanoid (vs. non-humanoid) robots, the potential interaction effects between robot and restaurant characteristics, along with the mechanisms underlying these relationships, have rarely been examined. Grounded in the schema incongruity theory, a mediated moderation model was developed to test the interactive effect of robot appearance and restaurant service style on customers’ willingness to pay (WTP) through perceived restaurant quality. The results yielded by four experiments confirmed that the use of mechanical/machine-like robots in full-service restaurants decreases consumers’ WTP due to perceived low food quality. On the other hand, the use of human-like robots in quick-service restaurants decreases consumers’ WTP due to perceived low service quality. These findings enrich the hospitality literature on service robots and provide crucial insights for restaurateurs planning to invest in this emerging technology.
Purpose
Consumers often face trade-offs between important product attributes. Previous research suggests that individuals tend to prioritize attribute differences that are easily processed and aligned. This paper aims to examine the contexts in which nonalignable attribute differences can positively impact consumers’ perceptions of products.
Design/methodology/approach
Four lab experiments were conducted to explore how consumer preferences for superior-alignable versus superior-nonalignable products vary based on purchase occasions, with a specific focus on routine and special occasions.
Findings
Consumers tend to prefer superior-nonalignable products on special occasions and superior-alignable products on routine occasions. This is driven by stronger uniqueness motives on special (vs routine) occasions, as consumers associate nonalignable attribute differences more closely with product specialness. The research also explores the moderating roles of consumers’ need for uniqueness (NFU) and psychological ownership. Consumers with higher levels of NFU consistently prefer superior-nonalignable products, regardless of the occasion type. Additionally, when consumers feel psychological ownership of products with superior-alignable attributes, the perceived specialness of these products increases, reducing the influence of occasion type on consumer preferences for attribute alignability.
Originality/value
This research emphasizes the importance of aligning product attribute differences with specific purchase occasions in marketing strategies.
Some retailers use stars, while others use Arabic numerals to present product ratings. Do consumers evaluate product ratings differently depending on the format? Which format more accurately represents the true magnitude of ratings? Across 12 experiments, we find that neither format is veridical. Consumers overestimate fractional star ratings (e.g., ⋆⋆⋆⋆⋆) and underestimate fractional Arabic numerals (e.g., 3.5). The overestimation of graphical ratings arises from the visual-completion effect: when the visual system perceives an incomplete image of a star, it instinctively activates the complete image, causing consumers to anchor their magnitude judgments on rounded-up numbers (i.e., evaluation of ⋆⋆⋆⋆⋆ is anchored on ⋆⋆⋆⋆⋆). Importantly, our results show that this overestimation of star ratings can be mitigated by using visually complete stars (e.g., ⋆⋆⋆⋆ ). Conversely, the underestimation of Arabic numeral ratings stems from the left-digit effect, which leads consumers to anchor magnitude judgments on rounded-down numbers (i.e., evaluation of 3.5 is anchored on digit 3). Thus, both star and Arabic numeral ratings are systematically misestimated by consumers, with the extent of misestimation varying based on the fractional value and the star-filling technique employed. These findings demonstrate that prevalent rating formats are misleading, highlighting the need for new industry standards.
This research investigates how structured service environments can mitigate negative customer responses to service failures. We propose a proactive strategy that aims to preemptively manage customer expectations. Drawing on the meaning maintenance model, we theorize and find that heightened perceptions of predictability inherent in structured environments reduce customers’ need to make sense of discrepancies between actual and expected outcomes. In turn, customers are less likely to blame the firm and more likely to repurchase from it. Our research includes a field experiment and three online and lab experiments across various contexts. We identify key boundary conditions: structured environments are less effective when failures appear predictable due to recurring causes (stability attribution) or when the firm could have prevented them (controllability attribution). Furthermore, if the firm is merely associated with the failure but not directly involved, the mitigating effect of structured environments does also not occur. These insights offer managers a novel proactive strategy to buffer customer responses to service failures.
Heritage crafts—craft occupations with storied histories that provide value through connection to tradition—can be surprisingly resilient, often re-emerging despite periods of decline. However, this endurance is neither simple nor automatic and can seem puzzling in the face of modernizing forces, such as advancing technology. Using a paradox lens, I suggest that craftspeople’s responses to the tension between novelty and tradition are key to the endurance of heritage craft over time. Although the existing literature has begun to explore these tensions, we have lacked an overarching theoretical framework to explain how heritage crafts can overcome cycles of decline and resurgence. I present a conceptual framework for understanding how craft workers can effectively navigate tradition-novelty tensions, creating virtuous cycles which enable growth. I outline three strategies, preserving, segmenting, and synthesizing, which are influenced by a variety of enabling factors (e.g. individual characteristics, environmental factors). Additionally, I theorize three factors—revaluing heritage, developing reputation, and exposure to new domains—which dynamically shape how craftspeople move between strategies over time. My framework builds theory around the endurance of craft over time, stability and change in tradition, and creativity in highly traditional occupations.
Purpose
This study aims to advance services marketing research by examining how credence claims, such as sustainability messaging, shape social norms and decision-making behaviors among professional service providers (PSPs). It introduces a typology of PSPs based on their integration of sustainability expertise and normative beliefs. In doing so, the study demonstrates service providers’ role in influencing brand recommendations. By positioning PSPs as intermediaries who translate sustainability knowledge into actionable guidance, the research highlights how credible eco-claims drive pro-social behaviors, underscoring the importance of services marketing in promoting pro-environmental actions and fostering societal change.
Design/methodology/approach
A sample of 467 veterinarians were contacted from across North America with the assistance of a major pet food supplier. Structural equation modeling measured the degree to which social norms, a belief in eco-claims and sustainability expertise shaped sustainability importance for professionals. A post hoc 2 × 2 typology placed professionals in quadrants based on eco-related factors, with sustainability-based brand recommendations analyzed based on their quadrant placement.
Findings
Social norms and sustainability expertise were instrumental in predicting the importance of professionals’ environmental stewardship. The typology determined that each quadrant of professionals reported significantly different likelihoods of recommending eco-friendly products to their clients.
Originality/value
This study introduces a novel perspective in services marketing by linking sustainability messaging to social norms and decision-making. It presents a unique typology of PSP profiles based on sustainability expertise and normative influences. By positioning PSPs as intermediaries who translate sustainability knowledge into actionable guidance, the research emphasizes the service sector’s capability of driving pro-environmental behaviors and advancing sustainable practices.
Tourism has been identified by many African countries as a viable pathway to socio-economic development. The sector is rapidly growing, presenting opportunities to a number of sectors that are linked to it. The cultural handicraft sector is slated to find market from the tourism sector as tourists tend to purchase locally made handicrafts as souvenirs. Despite this opportunity, majority of cultural handicraft producers are unable to produce products that meet the expectations of international tourists. Handicraft sellers often resort to importing handicrafts, denying the local craftsmen an opportunity to earn income. This study focuses on the business practices and challenges of the cultural handicraft producers and sellers in Uganda, looking at record keeping, marketing, raw material sourcing and storage, production technology, standards and quality assurance, training and financing. Several implications and policy recommendations are provided to develop cultural handcrafts as an important part of the tourism industry.
The development and adoption of artificial intelligence (AI) and robotic technologies in the foodservice industry has expanded dramatically. The economic benefits of such adoption are likely to be similar to those experienced by other sectors, such as manufacturing. However, unlike many other sectors, the appeal of restaurants involves consumer perceptions of those making the product. In particular, we argue that—especially in craft food contexts—consumers expect food to be prepared “with love.” As robots are intuitively incapable of doing so, restaurateurs face a conundrum: how to take advantage of the economic benefits of robotic chefs, while maintaining consumer perceptions that meals are prepared with love? We test a series of potential interventions aimed at overcoming the gap in such perceptions and find that AI-enabled (i.e., chat-based) relationship-building between robot chefs and restaurant patrons is the most effective option. In fact, our relationship-building intervention fully closes the gap between preferences for human chefs, relative to robotic chefs. Additional managerial and theoretical implications are discussed.
Purpose – Artificial intelligence (AI) is increasingly involved in idea generation and production processes. To understand AI’s pivotal roles in the back-of-house operations of restaurants, we examined the effects of AI involvement in recipe creation and food production on consumers’ willingness to order food.
Design/methodology/approach – We conducted three experiments in the context of casual dining restaurants. We examined the main effect of AI involvement in recipe creation and food production on the willingness to order food in a hypothetical restaurant (Study 1) and a real restaurant (Study 2). In addition, we investigated the mediating role of uniqueness neglect. We explored whether the negative effect of AI involvement in recipe creation is attenuated in the presence of cues of uniqueness consideration (Study 3).
Findings – We demonstrate that AI involvement in food production does not elicit negative responses to a menu but that consumers show unfavorable responses when AI is involved in recipe creation. We also identify the mediating role of uniqueness neglect. Furthermore, we reveal a way to mitigate the negative perceptions of AI involvement in tasks requiring intuition and instinctive decision-making (i.e., recipe creation) by incorporating cues that emphasize uniqueness considerations.
Originality/value – We deliver causal evidence for the significant impacts of AI involvement in recipe creation and food production, utilizing multiple experimental designs involving both hypothetical and real restaurants. Our findings thus can tackle an ongoing challenge in the tourism and hospitality industry—the deficit of human resources in back-of-house operations.
Past work has found that there is often a mismatch between the types of gifts that individuals send and the types of gifts that recipients would prefer to receive. Moving beyond gift choice, the present work explores a novel type of giver–recipient mismatch—beliefs about the importance of sending an on‐time gift. Specifically, the current work offers evidence that gift givers systematically overestimate the negative impact that a late occasion‐based gift will have on their relationship with the recipient, which occurs because gift givers believe that sending a late gift will signal that they care about the recipient to a lesser extent than what the recipient perceives. As such, gift givers' overestimation of relationship harm from a late gift is attenuated when they signal care in some other way (e.g., with the amount of effort put into creating the gift). Finally, we explore the consequences of degree of gift lateness as well as the decision to not send an occasion‐based gift at all on gift givers' overestimation of relationship harm.
This study analyzed the impact of handmade in depth on consumers’ perceived nutritional quality of organic food through three experiments. Experiment 1 found that handmade significantly enhanced consumers’ positive perceptions of nutritional quality of organic food. Experiment 2 revealed the mediating role of handicraft cultural identity between handmade and perceived nutritional quality. Experiment 3 further explored the moderating role of perceived authenticity on the impact of handmade. We found that these factors above significantly enhanced the positive effect of handmade on perceived nutritional quality. The findings suggest that handmade directly affected consumers’ perceived nutritional quality of organic food, which could be further strengthened through the mediating effect of handcraft cultural identity and the moderating effect of perceived authenticity. These findings provide important guidance for organic food manufacturers and marketers on marketing strategy-making that can help better meet consumer demand for high-quality organic food.
While the value of adopting technology (vs human) to develop products and provide services has been extensively explored from the consumer’s standpoint, do managers fully comprehend how valuable technology is to consumers? This research reveals notable disparities between managers’ and consumers’ perceptions about the value of technology adoption. Seven studies ( N = 1,320) in different contexts show that people with a manager perspective perceive technology as a more valuable resource than those with a consumer perspective (studies 1A–D). These differences arise because managers place a higher value on the efficiency-related benefits of technology than consumers (study 2). To reduce the manager-consumer gap, highlighting technology-driven efficiency benefits for consumers can increase their technology valuation to the manager’s level (study 3). However, informing managers about consumers’ objections to technology failed to correct their overly optimistic assessments of technology contribution (study 4). Our findings attest to the importance of acknowledging the manager-customer gap when it comes to technological adoption.
The Meaning of Things explores the meanings of household possessions for three generation families in the Chicago area, and the place of materialism in American culture. Now regarded as a keystone in material culture studies, Halton's first book is based on his dissertation and coauthored with Mihaly Csikszentmihalyi. First published by Cambridge University Press in 1981, it has been translated into German, Italian, Japanese, and Hungarian. The Meaning of Things is a study of the significance of material possessions in contemporary urban life, and of the ways people carve meaning out of their domestic environment. Drawing on a survey of eighty families in Chicago who were interviewed on the subject of their feelings about common household objects, Mihaly Csikszentmihalyi and Eugene Rochberg-Halton provide a unique perspective on materialism, American culture, and the self. They begin by reviewing what social scientists and philosophers have said about the transactions between people and things. In the model of 'personhood' that the authors develop, goal-directed action and the cultivation of meaning through signs assume central importance. They then relate theoretical issues to the results of their survey. An important finding is the distinction between objects valued for action and those valued for contemplation. The authors compare families who have warm emotional attachments to their homes with those in which a common set of positive meanings is lacking, and interpret the different patterns of involvement. They then trace the cultivation of meaning in case studies of four families. Finally, the authors address what they describe as the current crisis of environmental and material exploitation, and suggest that human capacities for the creation and redirection of meaning offer the only hope for survival. A wide range of scholars - urban and family sociologists, clinical, developmental and environmental psychologists, cultural anthropologists and philosophers, and many general readers - will find this book stimulating and compelling. Translations: Il significato degli oggetti. Italian translation. Rome: Edizione Kappa, 1986. Der Sinn der Dinge. German translation. Munich: Psychologie Verlags Union, 1989. Japanese translation 2007. Targyaink tukreben. Hungarian translation, 2011.
Previous research on entrepreneurship as well as goal, social-cognitive, and leadership theories has guided hypotheses regarding the relationship between entrepreneurial traits and skill (passion, tenacity, and new resource skill) and situationally specific motivation (communicated vision, self-efficacy, and goals) to subsequent venture growth. Data from 229 entrepreneur-chief executive officers and 106 associates in a single industry were obtained in a 6-year longitudinal study. Structural equation modeling revealed a web of relationships that impact venture growth. Goals, self-efficacy, and communicated vision had direct effects on venture growth, and these factors mediated the effects of passion, tenacity, and new resource skill on subsequent growth. Furthermore, communicated vision and self-efficacy were related to goals, and tenacity was related to new resource skill.
Previous research has explored how both internal and external references prices affect consumer perceptions and consequently the price that consumers are willing to pay for a product or service. Historically, researchers have examined the effects of exposure to prices for the same product, the same brand, or products in the same category. This research explores the effect of incidental prices on the consumer's willingness to pay. The authors define incidental prices as prices advertised, offered, or paid for unrelated products or goods that neither sellers nor buyers regard as relevant to the price of an item that they are engaged in selling or buying. More specifically, the authors examine how prices for products that buyers encounter unintentionally can serve as anchors, thus affecting willingness to pay for the product that they intend to buy. The findings have important implications for auction houses and online vendors as well as for conventional retailers.
Economists, psychologists, and marketing researchers rely on measures of consumers' willingness to pay (WTP) in estimating demand for private and public goods and in designing optimal price schedules. Existing market research techniques for measuring WTP differ in whether they provide an incentive to consumers to reveal their true WTP and in whether they simulate actual point-of-purchase contexts. Common elicitation approaches are conjoint analysis and contingent valuation-based techniques that directly ask consumers about their WTP as well as simulated test markets. Second-price sealed-bid (Vickrey) auctions have also been proposed in the literature. We present an empirical comparison of several procedures for eliciting WTP that are applicable directly at the point of purchase. In particular, we test the applicability of Becker, DeGroot, and Marschak's (BDM, 1964) well-known incentive-compatible procedure for measuring the utility of lotteries to measuring consumer WTP. In three studies, we explore the reliability, validity, and feasibility of the procedure and show that it yields lower WTP estimates than non-incentive-compatible methods such as open-ended and double-bounded contingent valuation. Studies 1 and 2 are field studies of inexpensive grocery items that examine the performance of these methods under quasi-monopoly conditions in realistic everyday purchase situations. Study 3 applies the methods to an inexpensive durable and shows experimentally that differences in WTP estimates arise from the incentive constraint itself rather than the cognitive effort required in responding. This experiment also controls for strategic response behavior.
Investigated the operation of 2 laws of sympathetic magic in 50 American adults (aged 17–50 yrs) using both measurements in the laboratory and questionnaire response. The 1st law, contagion, holds that "once in contact, always in contact." That is, there can be a permanent transfer of properties from one object (usually animate) to another by brief contact. The 2nd law, similarity, holds that "the image equals the object" and that action taken on an object affects similar objects. It was shown that drinks that had briefly contacted a sterilized, dead cockroach become undesirable and that laundered shirts previously worn by a disliked person were less desirable than those previously worn by a liked or neutral person. The law of similarity was demonstrated by showing that Ss rejected acceptable foods shaped into a form that represents a disgusting object and that Ss were less accurate at throwing darts at pictures of the faces of people they like. Evidence was found for the operation of the laws of sympathetic magic in all Ss studied. The laws of sympathetic magic correspond to the 2 basic laws of association (contiguity and similarity). The parallel is discussed, and a disgust-conditioning study to develop this parallel is reported. (29 ref) (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Notes that magical thinking generally provides a way to promote meaning and understanding of the many baffling events that occur in the world of any human. Topics discussed in this chapter include the following: the laws of sympathetic magic, the law of similarity, and the law of contagion. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
Companies have recently begun to use the Internet to integrate their customers more actively into various phases of the new product development process. One such strategy involves empowering customers to cooperate in selecting the product concepts to be marketed by the firm. In such scenarios, it is no longer the company but rather its customers who decide democratically which products should be produced. This article discusses the first set of empirical studies that highlight the important psychological consequences of this power shift. The results indicate that customers who are empowered to select the products to be marketed show stronger demand for the underlying products even though they are of identical quality in objective terms (and their subjective product evaluations are similar). This seemingly irrational finding can be observed because consumers develop a stronger feeling of psychological ownership of the products selected. The studies also identify two boundary conditions for this “empowerment–product demand” effect: It diminishes (1) if the outcome of the joint decision-making process does not reflect consumers’ preferences and (2) if consumers do not believe that they have the relevant competence to make sound decisions.
Why do people purchase objects that were once owned by celebrities, such as film stars or politicians, and also by despised individuals, such as serial killers and notorious dictators? The present studies examine three potential explanations: mere associations, market demands, and contagion (the belief that these objects contain some remnants of their previous owners). Results indicate that while market demands do play a role, contagion appears to be the critical factor affecting the valuation of celebrity possessions. Manipulating the degree of physical contact that a celebrity has with an object dramatically influences consumers’ willingness to purchase it, and individual differences in sensitivity to contagion moderate this effect. Additionally, the valuation of celebrity possessions is principally explained by measures of contagion, and subliminally activating the concept of contagion changes consumers’ willingness to purchase celebrity objects. Theoretical and practical implications of these findings are discussed.
Many companies offer websites that enable customers to design their own individual products, which the manufacturer can then produce to order. To date, the economic value of products self-designed using mass customization (MC) toolkits has been attributed to the two factors of preference fit achieved (which should be as high as possible) and design effort (which should be as low as possible). On the basis of literature on behavioral decision making, we suggest a third factor, namely the awareness of being the creator of the product design. In the course of five different studies, we provide experimental evidence that this "I designed it myself" effect creates economic value for the customer. Regardless of the two other factors, self-designed products generate a significantly higher willingness to pay. This effect is mediated by feelings of accomplishment and moderated by the outcome of the process as well as the individual's perceived contribution to the self-design process. These findings have important implications for MC companies: It is not enough merely to design MC toolkits in such a way that preference fit is maximized and design effort is minimized. To capture the full value of MC, toolkits should also elicit "I designed it myself" feelings.
This research investigated whether people are biased against migrants partly because they find migrants more difficult to cognitively process than nonmigrants. In Study 1, 181 undergraduate students evaluated migrant and nonmigrant members of two minimal groups and reported the difficulty that they experienced in thinking about each type of target. Participants rated migrants less positively than nonmigrants, and difficulty ratings partially mediated this effect. Study 2 (N = 191) replicated these findings and demonstrated similar findings for individuals who had been excluded from minimal groups. This evidence implies that migrant bias can be explained partly in terms of the difficulty that people have in processing information about migrants, and that it is related to migrants’ exclusion from their original group.
Why are original artworks valued more than identical duplicates? The present studies explore 2 mechanisms underlying the special value of original artwork: the assessment of the art object as a unique creative act (performance) and the degree of physical contact with the original artist (contagion). Across 5 experiments, participants were exposed to hypothetical scenarios in which an original object was duplicated. The type of object varied across experiments (e.g., a painting vs. a piece of furniture) as did the circumstances surrounding the creation of the original object and the duplicate. Overall, the results support assessments of performance and contagion as key factors underlying the value of original artwork, and they are consistent with the conclusion that the discrepancy in value between original artworks and perfect duplicates derives from people's lay theories about the domain of art, rather than from associations with particular kinds of art or certain cases of forgery.
The social sciences are dominated by a paradigm that views human behavior as instrumental exchange. It is not surprising that consumer research on gift giving has also been dominated by this exchange paradigm. The present research on dating gift giving among American college students finds support for two variants of this paradigm, but it also reveals an alternative paradigm of gift giving as an expression of agapic love. It is suggested that agapic expressiveness is a needed addition to exchange instrumentalism for understanding gift giving and perhaps for understanding consumer behavior in general.
Survey research is employed to test hypotheses involving brand love, a new marketing construct that assesses satisfied consumers’ passionate emotional attachment to particular brands. Findings suggest that satisfied consumers’ love is greater for brands in product categories perceived as more hedonic (as compared with utilitarian) and for brands that offer more in terms of symbolic benefits. Brand love, in turn, is linked to higher levels of brand loyalty and positive word-of-mouth. Findings also suggest that satisfied consumers tend to be less loyal to brands in more hedonic product categories and to engage in more positive word-of-mouth about self-expressive brands. Copyright Springer Science + Business Media, Inc. 2006
Although consumers like to touch products while shopping, the authors propose a theory of consumer contamination, positing that consumers evaluate products previously touched by other shoppers less favorably. The authors test the theory by manipulating cues that increase the salience that consumer contact has occurred. Furthermore, the authors investigate the role of disgust as the underlying mechanism of the theory.
We examine the underlying process behind the IKEA effect, which is defined as consumers' willingness to pay more for self-created products than for identical products made by others, and explore the factors that influence both consumers' willingness to engage in self-creation and the utility that they derive from such activities. We propose that creating products fulfills consumers' psychological need to signal competence to themselves and to others, and that feelings of competence associated with self-created products lead to their increased valuation. We demonstrate that the feelings of competence that arise from assembling products mediate their increased value (Experiment 1), that affirming consumers' sense of self decreases the value they derive from their creations (Experiment 2), and that threatening consumers' sense of self increases their propensity to make things themselves (Experiments 3A and 3B).
In recent years, Indian handicrafts have emerged as a major exportable, illustrating the potential that these apparently obsolete technologies possess for meeting new kinds of consumer demand. And yet, the potential remains vastly underutilised, given the myriad problems on the supply and demand side. This paper gives a brief overview of craft production and marketing in India, examines why the potential has not so far been realised and discusses some interventions.
The authors study consumer perceptions of firms that sell products designed by users. In contrast with the traditional design mode, in which professional designers employed by firms handle the design task, common design by users involves the firm's user community in creating new product designs for the broader consumer market. In the course of four studies, the authors find that common design by users does not decrease but actually enhances consumers' perceptions of a firm's innovation ability. This "innovation effect of user design" leads to positive outcomes with respect to purchase intentions, willingness to pay, and consumers' willingness to recommend the firm to others. The authors identify four defining characteristics of common design by users that underlie this innovation inference; namely, the number of consumers, the diversity of their background, the lack of company constraints, and the fact that consumer designers actually use the designed product all contribute in building positive perceptions. Finally, the authors identify consumer familiarity with user innovation and the design task's complexity as important moderators that create boundary conditions for the innovation effect of user design.
In four studies in which consumers assembled IKEA boxes, folded origami, and built sets of Legos, we demonstrate and investigate boundary conditions for the IKEA effect—the increase in valuation of self-made products. Participants saw their amateurish creations as similar in value to experts' creations, and expected others to share their opinions. We show that labor leads to love only when labor results in successful completion of tasks; when participants built and then destroyed their creations, or failed to complete them, the IKEA effect dissipated. Finally, we show that labor increases valuation for both “do-it-yourselfers” and novices.
Although consumers like to touch products while shopping, the authors propose a theory of consumer contamination, positing that consumers evaluate products previously touched by other shoppers less favorably. The authors test the theory by manipulating cues that increase the salience that consumer contact has occurred. Furthermore, the authors investigate the role of disgust as the underlying mechanism of the theory.
This research examines the impact of attractiveness on consumers during a consumption experience. Specifically, it examines the effects of an attractive social influence in the context of touching and contamination of store products by investigating how consumers respond when they see attractive others touching the same products they want to purchase. In doing so, it provides the first experimental evidence of a positive contagion effect in either the marketing or the psychology literature. Across three field experiments using an actual retail shopping environment, the authors find that product evaluations are higher when consumers perceive a product as having been physically touched by a highly attractive other. Moreover, they identify sex as a critical moderating variable in the realization of this positive contagion effect; the contact source and observing consumer must be of the opposite sex for positive contagion to occur. Finally, in contrast to previous work, the authors demonstrate that these effects are driven by a physical model of contagion
This article specifies, analyzes, and validates a rigorous and practical truth-telling mechanism (game) for conjoint applications. The mechanism requires only one real product variation and has truth telling in conjoint as its Bayesian Nash equilibrium, thus making it possible to incentive align participants in most conjoint applications. Using the iPod package as the context, the author shows empirically that the mechanism substantially improves purchase prediction compared with a standard conjoint procedure.
A person deciding on a career, a wife, or a place to live bases his choice on two factors: (1) How much do I like each of the available alternatives? and (2) What are the chances for a successful outcome of each alternative? These two factors comprise the utility of each outcome for the person making the choice. This notion of utility is fundamental to most current theories of decision behavior. According to the expected utility hypothesis, if we could know the utility function of a person, we could predict his choice from among any set of actions or objects. But the utility function of a given subject is almost impossible to measure directly. To circumvent this difficulty, stochastic models of choice behavior have been formulated which do not predict the subject's choices but make statements about the probabilities that the subject will choose a given action. This paper reports an experiment to measure utility and to test one stochastic model of choice behavior.
Changing brand attitudes by pairing a brand with affectively laden stimuli such as celebrity endorsers or pleasant pictures is called evaluative conditioning. We show that this attitude change can occur in two ways, depending on how brands and affective stimuli are presented. Attitude change can result from establishing a memory link between brand and affective stimulus (indirect attitude change) or from direct "affect transfer" from affective stimulus to brand (direct attitude change). Direct attitude change is significantly more robust than indirect attitude change, for example, to changes in the valence of affective stimuli (unconditioned stimulus revaluation: e.g., endorsers falling from grace), to interference by subsequent information (e.g., advertising clutter), and to persuasion knowledge activation (e.g., consumer suspicion about being influenced). Indirect evaluative conditioning requires repeated presentations of a brand with the same affective stimulus. Direct evaluative conditioning requires simultaneous presentation of a brand with different affective stimuli. (c) 2010 by JOURNAL OF CONSUMER RESEARCH, Inc..
The research presented here suggests that effort is used as a heuristic for quality. Participants rating a poem (Experiment 1), a painting (Experiment 2), or a suit of armor (Experiment 3) provided higher ratings of quality, value, and liking for the work the more time and effort they thought it took to produce. Experiment 3 showed that the use of the effort heuristic, as with all heuristics, is moderated by ambiguity: Participants were more influenced by effort when the quality of the object being evaluated was difficult to ascertain. Discussion centers on the implications of the effort heuristic for everyday judgment and decision-making.
The purpose of this paper is to describe a sequential experiment that provides, at each stage in the sequence, an estimate of the utility to the subject of some amount of a commodity (e.g., money), and to present a few experimental results obtained with the method. The procedure is based upon the following well-known ‘expected utility hypothesis’. For each person there exist numerical constants, called utilities, associated with the various possible outcomes of his actions, given the external events not under his control. If, for a given subject, we could know the values of these constants and the (‘personal’) probabilities he assigns to the various external events we could, according to this model, predict his choice from among any available set of actions. He will choose an action with the highest expected utility; i.e., with the highest average of utilities of outcomes, weighted by the probabilities he assigns to the corresponding events. He will be indifferent between any two actions with equal expected utilities. Note that (by the nature of weighted averages) the comparison between expected utilities does not depend on which two particular outcomes are regarded as having zero-utility and unit-utility.
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