“I Made It Work”: How Using a Self‐Assembled Product Increases Task Performance

Although it is well established that consumers have an increased valuation for self-assembled products, less known about how using such products influences objective consumption outcomes. Across three experiments, the current research demonstrates perform better on tasks when they use a product self-assembled—as opposed to identical but ready-to-use product. We show this effect results from increase in self-efficacy and rule out possible alternative accounts (i.e., efficacy beliefs, performance motivation, feelings of psychological ownership, liking). In addition, we demonstrate self-assembly emerges only actually product, robust assembly requires different amounts time effort, not merely result question-behavior effect. Theoretical contributions opportunities future are discussed.