Date of Award

January 2015

Degree Type


Degree Name

Doctor of Philosophy (PhD)


Consumer Science

First Advisor

Christopher Kowal

Committee Member 1

James Anderson

Committee Member 2

David Evans

Committee Member 3

Jonathan Bauchet


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.