Ling, I-Ling; Liu, Yi-Fen; Lin, Chien-Wei (Wilson); … - In: Journal of Consumer Marketing 37 (2020) 4, pp. 365-374
Purpose: This study aims to understand the underlying mechanism and boundary conditions of the IKEA effect in self-expressive mass customization (MC). It examines the effect of the extent of choice in MC toolkits in terms of perceived value of self-designed products, as well as how...