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  2. School of Management and Law
  3. Publikationen
  4. Publikationen School of Management and Law
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dc.contributor.authorOtto, Jessica-
dc.contributor.authorHari, Jürg J.-
dc.date.accessioned2018-11-16T13:20:49Z-
dc.date.available2018-11-16T13:20:49Z-
dc.date.issued2017-
dc.identifier.isbn978-1-5272-1271-8de_CH
dc.identifier.urihttps://digitalcollection.zhaw.ch/handle/11475/12928-
dc.description.abstractPeople like to present themselves, even when buying products. Research showed consumers like self-designed products better than standardized ones and show a higher Willingness-To-Pay. Preference fit, feeling of accomplishment, perceived contribution, process enjoyment, process costs and time needed also influence those effects. To test if this effect also occurs when consumers are only able to combine – not to design – different products to an individual gift set, was the aim of this research. 100 participants took part in an online experiment, 50 of them had the possibility to combine their own gift sets. The results showed that participants who self-combined their gift set, were willing to pay almost 25% more than participants in the other group. In this experimental setting none of the other factors had an impact on the WTP and there was no effect on liking the product. Additionally an effect was found between preference-fit and liking the combined set.de_CH
dc.language.isoende_CH
dc.publisherAcademy of Marketingde_CH
dc.rightsLicence according to publishing contractde_CH
dc.subject.ddc658.8: Marketingmanagementde_CH
dc.title'I combined it myself'-effect : how to influence customers’ willingness to payde_CH
dc.typeKonferenz: Paperde_CH
dcterms.typeTextde_CH
zhaw.departementSchool of Management and Lawde_CH
zhaw.conference.detailsThe 50th Academy of Marketing Conference, Hull, United Kingdom, 3-6 July 2017de_CH
zhaw.funding.euNode_CH
zhaw.originated.zhawYesde_CH
zhaw.pages.end6de_CH
zhaw.pages.start1de_CH
zhaw.publication.statuspublishedVersionde_CH
zhaw.publication.reviewKeine Begutachtungde_CH
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Otto, J., & Hari, J. J. (2017). ‘I combined it myself’-effect : how to influence customers’ willingness to pay [Conference paper]. The 50th Academy of Marketing Conference, Hull, United Kingdom, 3-6 July 2017, 1–6.
Otto, J. and Hari, J.J. (2017) ‘“I combined it myself”-effect : how to influence customers’ willingness to pay’, in The 50th Academy of Marketing Conference, Hull, United Kingdom, 3-6 July 2017. Academy of Marketing, pp. 1–6.
J. Otto and J. J. Hari, “‘I combined it myself’-effect : how to influence customers’ willingness to pay,” in The 50th Academy of Marketing Conference, Hull, United Kingdom, 3-6 July 2017, 2017, pp. 1–6.
OTTO, Jessica und Jürg J. HARI, 2017. ‚I combined it myself‘-effect : how to influence customers’ willingness to pay. In: The 50th Academy of Marketing Conference, Hull, United Kingdom, 3-6 July 2017. Conference paper. Academy of Marketing. 2017. S. 1–6. ISBN 978-1-5272-1271-8
Otto, Jessica, and Jürg J. Hari. 2017. “‘I Combined It Myself’-Effect : How to Influence Customers’ Willingness to Pay.” Conference paper. In The 50th Academy of Marketing Conference, Hull, United Kingdom, 3-6 July 2017, 1–6. Academy of Marketing.
Otto, Jessica, and Jürg J. Hari. “‘I Combined It Myself’-Effect : How to Influence Customers’ Willingness to Pay.” The 50th Academy of Marketing Conference, Hull, United Kingdom, 3-6 July 2017, Academy of Marketing, 2017, pp. 1–6.


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