The effects of consumer participation in product construction and design on willingness to pay Academic Article uri icon


  • Abstract It has been repeatedly observed that people come to value the product of their efforts and that asking consumers to work on a product leads to higher willingness to pay (WTP) for it. Recent studies have shown that subjective value is more positively affected by self-design (participation in product customization) than by self-construction (participation in product assembly) because consumers express choice only in the former. These effects are presumed to be universal, although they have been consistently demonstrated with …

publication date

  • October 1, 2017