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Keywords: Self-expression
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Journal Articles
Journal:
Journal of Consumer Marketing
Journal of Consumer Marketing (2020) 37 (4): 365–374.
Published: 11 February 2020
...I-Ling Ling; Yi-Fen Liu; Chien-Wei (Wilson) Lin; Chih-Hui Shieh 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...
