Every ending is a new beginning: Poignancy increases consumer preferences for self-made products |
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| Institution: | 1. Distinguished University Professor, Georgia State University, USA;2. Professor of Marketing, University of Cologne, Germany;3. Department of Management Studies, Malaviya National Institute of Technology Jaipur, India;4. Department of Management Studies, Malaviya National Institute of Technology Jaipur, India;1. Kelley School of Business, Indiana University, Bloomington, IN 47405, United States;2. School of Business, Jiangsu Normal University, Xuzhou 221009, China;1. School of Business, Pacific Lutheran University, 12180 Park Avenue S., Tacoma, WA 98447-0003, USA;2. College of Business, California State University Long Beach, 1250 Bellflower Blvd, Long Beach, CA 90840, USA;3. Michael G. Foster School of Business, University of Washington, Box 353200, Seattle, WA 98105-3200, USA;1. W. P. Carey School of Business, Arizona State University, United States;2. Smeal College of Business, Pennsylvania State University, United States;3. Division of Statistics and Data Science, Department of Mathematical Sciences, University of Cincinnati, United States;4. Rutgers Business School, Rutgers University, USA |
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| Abstract: | Retailers and brands such as IKEA, Home Depot, and Build-a-Bear encourage consumers to ‘make’ their products rather than be passive recipients. While a growing literature explores ‘why’ consumers purchase self-made products, it is less understood ‘how’ marketers can develop effective advertising and marketing communications to promote such products. Building on the functionalist framework of emotion, the present research explores the potential of a mixed emotional appeal – poignancy – that may be useful in enhancing consumer preferences for self-made products. Notably, this effect is mediated by a fresh start mindset and openness to learning. The effect is also attenuated among consumers with a low personal control. In addition to having substantive practical implications to marketers in developing effective communication strategies, this research offers a novel perspective on the effect of poignancy on consumer decision making. |
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| Keywords: | Mixed emotions Poignancy Self-made products Fresh start Learning |
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