Date of Award
January 2015
Degree Type
Dissertation
Degree Name
Doctor of Philosophy (PhD)
Department
Consumer Science
First Advisor
Christopher Kowal
Committee Member 1
James Anderson
Committee Member 2
David Evans
Committee Member 3
Jonathan Bauchet
Abstract
Customization is considered one of the key sources of value creation in a highly competitive and segmented market. Recent research has demonstrated that the key to successful customization experiences lies in the degree to which consumers feel connected to a product that is customized. This study investigated consumers’ psychological connection to customized products by exploring the variable, “consumer-customized product identification (C-C identification).” Building upon identity theory and research on “extended self,” this study investigated (1) two key antecedents that influence C-C identification, (2) attitudinal and behavioral consequences of C-C identification, and (3) the moderating role of product involvement in C-C identification development.
Recommended Citation
Kwon, SoYeon, "ANTECEDENTS AND CONSEQUENCES OF CONSUMER – CUSTOMIZED PRODUCT IDENTIFICATION: AN IDENTITY THEORY PERSPECTIVE" (2015). Open Access Dissertations. 1420.
https://docs.lib.purdue.edu/open_access_dissertations/1420