What question did this study set out to answer?

To examine whether and why stated production mode (handmade versus machine-made) influences product attractiveness and consumer purchasing decisions.

January 14, 2015Journal of MarketingOpen Access

The Handmade Effect: What's Love Got to Do with It?

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Authors

CFChristoph FuchsUniversitätsklinikum Krems MSMartin SchreierVienna University of Economics and Business SOStijn M. J. van OsselaerJohnson & Johnson (United States)

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Implication

Experimental investigations reveal increased product attractiveness for handmade goods among consumers, demonstrating that perceived symbolic love enhances purchase intentions for close recipients.

Key Points

To examine whether and why stated production mode (handmade versus machine-made) influences product attractiveness and consumer purchasing decisions.
Conducted four experimental studies comparing consumer responses to handmade versus machine-made products across various consumption contexts.
Controlled for alternative explanatory drivers of product valuation, including perceived effort, product quality, uniqueness, authenticity, and maker pride.
Handmade production consistently increased product attractiveness, driven primarily by consumer perceptions that handmade items symbolically convey love.
The handmade advantage was moderated by recipient closeness and buying motive, yielding higher purchase intentions for loved ones and greater willingness to pay when the goal was to convey love.

Cite This Study

Fuchs et al. (2015) studied this question.

synapsesocial.com/papers/69daa39f84371aa676a3d8d3 https://doi.org/10.1509/jm.14.0018

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Implication

Experimental investigations reveal increased product attractiveness for handmade goods among consumers, demonstrating that perceived symbolic love enhances purchase intentions for close recipients.

The Handmade Effect: What's Love Got to Do with It?

Discussion

Member takes

Implication

Key Points

Cite This Study

The Handmade Effect: What's Love Got to Do with It?

Discussion

Member takes

Implication

Key Points

Cite This Study

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