Consumers' Preference for User-Designed Versus Designer-Designed Products: The Moderating Role of Power Distance Belief
49 Pages Posted: 21 Nov 2017
Date Written: November 19, 2017
Anecdotal evidence and extant research show that consumers can prefer both user-designed and designer-designed products. Yet, conditions that moderate such preferences are not well understood. We posit power distance belief (PDB) as a moderator arguing that low-PDB consumers prefer user-designed to designer-designed products because they identify more with user-driven companies. In contrast, high-PDB consumers prefer designer-designed to user-designed products due to these consumers’ stronger trust in designer-driven companies. Five studies examining power distance at both the country and individual levels provide convergent support for the proposed moderating effect of PDB. Further, we show that this effect is differentially mediated via trust or identification for designer-designed versus user-designed products.
Keywords: Power Distance Belief, User Design, Customer Empowerment, Identification, Trust, Consumer Preferences, Purchase Intention
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