The Self-Creation Effect: Making a Product Supports Its Mindful Consumption and the Consumer's Well-Being

21 Pages Posted: 29 May 2018

See all articles by Johanna Brunneder

Johanna Brunneder

EDHEC Business School

Utpal M. Dholakia

Rice University - Jesse H. Jones Graduate School of Business

Date Written: May 16, 2018

Abstract

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

Keywords: Product self-creation; Mindfulness; Mindful consumption; Consumer well-being; Consciousness

Suggested Citation

Brunneder, Johanna and Dholakia, Utpal M., The Self-Creation Effect: Making a Product Supports Its Mindful Consumption and the Consumer's Well-Being (May 16, 2018). Available at SSRN: https://ssrn.com/abstract=3179587 or http://dx.doi.org/10.2139/ssrn.3179587

Johanna Brunneder

EDHEC Business School ( email )

58 rue du Port
Lille, 59046
France

Utpal M. Dholakia (Contact Author)

Rice University - Jesse H. Jones Graduate School of Business ( email )

6100 South Main Street
P.O. Box 1892
Houston, TX 77005-1892
United States

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