Consumer Participation in Coproduction: “I Made it Myself” Effects on Consumers’ Sensory Perceptions and Evaluations of Outcome and Input Product

Consumers engage in self-production when they play an active role in the creation of end products, such as preparing a meal or assembling a piece of furniture. In three experimental studies of self-production involving a branded input product, the authors show that consumers’ active engagement in the value creation process (preparing a meal) positively biases their evaluations of an outcome (a dish) and an input product (a dinner kit). A positive evaluation bias for the input product occurs despite increased self-attribution due to self-production. In support of an associative self-anchoring explanation and the notion of self-generated validity, self-producing consumers bias their sensory perceptions (e.g., perceived level of saltiness and spiciness) so that they match a positive evaluation of the outcome. Mediation analyses show that perceived self-integration (perceived link between self and outcome) partly mediates the positive effect of self-production on outcome evaluation. The authors conclude that branded input products may benefit from the evaluation bias caused by self-production.