#5263. Every ending is a new beginning: Poignancy increases consumer preferences for self-made products

August 2026publication date
Proposal available till 12-05-2025
4 total number of authors per manuscript0 $

The title of the journal is available only for the authors who have already paid for
Journal’s subject area:
Marketing;
Places in the authors’ list:
place 1place 2place 3place 4
FreeFreeFreeFree
2350 $1200 $1050 $900 $
Contract №5263.1 Contract №5263.2 Contract №5263.3 Contract №5263.4
1 place - free (for sale)
2 place - free (for sale)
3 place - free (for sale)
4 place - free (for sale)

Abstract:
Retailers and brands such as IKEA, Home Depot, and Build-a-Bear encourage consumers to ‘make’ their products rather than be passive recipients. While a growing literature explores ‘why’ consumers purchase self-made products, it is less understood ‘how’ marketers can develop effective advertising and marketing communications to promote such products. Building on the functionalist framework of emotion, the present research explores the potential of a mixed emotional appeal – poignancy – that may be useful in enhancing consumer preferences for self-made products. Notably, this effect is mediated by a fresh start mindset and openness to learning. The effect is also attenuated among consumers with a low personal control. In addition to having substantive practical implications to marketers in developing effective communication strategies, this research offers a novel perspective on the effect of poignancy on consumer decision making.
Keywords:
Fresh start; Learning; Mixed emotions; Poignancy; Self-made products

Contacts :
0