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

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 is not threatened, negative appears for those That is, show less favorable attitudes toward when their threatened. because the lower psychological ownership (vs. regular) cannot instrumentally help restore consumers' control. The deprivation mitigated can customize product based on own preferences. current first how nature backfire and lead (i.e., effect). Our findings also shed light antecedents consequences add knowledge in consumption domain.