DIY for the holidays: Why do consumers enjoy gifts that require work?

November 19th, 2013 in Other Sciences / Social Sciences



"Infusing choice is particularly value enhancing for consumption activities that involve a great deal of effort and activity," write authors Eva C. Buechel (University of Miami) and Chris Janiszewski (University of Florida).



Companies that engage in the creation of a product can harness the beneficial effects of customized assembly. "Customization should be incorporated into otherwise tedious activities whenever possible. Cookbooks, for example, should offer clear instructions, but they should also allow for choices when it comes to possible substitute ingredients, cooking techniques, and plating options. The end result may turn more novice chefs into aficionados," the authors conclude.

More information: Eva C. Buechel and Chris Janiszewski. "A Lot of Work or a Work of Art: How the Structure of a Customized Assembly Task Determines the Utility Derived from Assembly Effort." Journal of Consumer Research: February 2014.

Provided by University of Chicago

"DIY for the holidays: Why do consumers enjoy gifts that require work?." November 19th, 2013. http://phys.org/news/2013-11-diy-holidays-consumers-gifts-require.html