The negative handmade effect : how and why control deprivation thwarts desire for handmade products

Abstract

This research examines consumer reactions to handcrafted products under control deprivation. Four studies reveal that while a positive handmade effect exists among consumers whose sense of personal control is not threatened, a negative handmade effect appears for those consumers under control deprivation. That is, consumers show less favorable attitudes toward handcrafted products when their sense of personal control is threatened. This effect appears because the lower psychological ownership of handcrafted (vs. regular) products cannot instrumentally help restore consumers' sense of personal control. The negative handmade effect under control deprivation is mitigated when consumers can customize the product based on their own preferences. The current research is among the first to show how the handcrafted nature of products can backfire and lead to negative reactions among consumers (i.e., a negative handmade effect). Our findings also shed light on the antecedents and consequences of psychological product ownership and add to the current knowledge of personal control in the consumption domain.