ANTECEDENTS AND CONSEQUENCES OF CONSUMER – CUSTOMIZED PRODUCT IDENTIFICATION: AN IDENTITY THEORY PERSPECTIVE

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.

Name thesis:degree_name

Doctor of Philosophy (PhD)

Level thesis:degree_level

Dissertation

Discipline thesis:degree_discipline

Consumer Science

Year

2015

Author dc:creator

• Kwon, SoYeon

Contributors dc:contributor

• Christopher Kowal
• James Anderson
• David Evans
• Jonathan Bauchet

• Congruence
• Customization
• Distinctiveness
• Identification

Repository record dc:identifier

https://docs.lib.purdue.edu/open_access_dissertations/1420

OAI identifier oai:identifier

oai:docs.lib.purdue.edu:open_access_dissertations-2636