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This research examines consumer reactions to handcrafted products under control deprivation. Four studies reveal that while a positive handmade effect exists among consumers whose sense of personal control is not threatened, a negative handmade effect appears for those consumers under control deprivation. That is, consumers show less favorable attitudes toward handcrafted products when their sense of personal control is threatened. This effect appears because the lower psychological ownership of handcrafted (vs. regular) products cannot instrumentally help restore consumers' sense of personal control. The negative handmade effect under control deprivation is mitigated when consumers can customize the product based on their own preferences. The current research is among the first to show how the handcrafted nature of products can backfire and lead to negative reactions among consumers (i.e., a negative handmade effect). Our findings also shed light on the antecedents and consequences of psychological product ownership and add to the current knowledge of personal control in the consumption domain.
|Journal||Psychology & Marketing|
|Early online date||27 Mar 2023|
|Publication status||E-pub ahead of print - 27 Mar 2023|
Bibliographical noteThe authors thank Linying (Sophie) Fan for her invaluable comments and suggestions on the drafts of this paper. The authors thank the Hong Kong Research Grants Council, the British Academy, Asian Centre for Branding and Marketing (ACBM), Lingnan University, and University of Liverpool for financially supporting this research.
Hong Kong Research Grants Council, Grant/Award Numbers: PolyU155008/21B,ECS23501521; British Academy/Leverhulme Small Research Grants, Grant/Award Number:SRG22\220813; Asian Centre for Branding and Marketing (ACBM); Lam Woo Research Fund, Lingnan University, Grant/Award Number: LWP20017; University of Liverpool
- consumer judgments
- control deprivation
- psychological ownership
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