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Department of Business and Economics

Article published in the Journal of Consumer Psychology

Journal of Consumer Psychology © Journal of Consumer Psychology

Together with Prof. Keith Wilcox, Ph.D. from Columbia Uni­ver­sity, USA, Dr. Sören Köcher has published an article titled "I Made It Work: How Using a Self-Assembled Product Increases Task Per­for­mance" in the Journal of Consumer Psychology. In three experiments, the two researchers demonstrated that consumers performed better on tasks with products that they had assembled themselves in advance than with ready-made products. The authors show that this effect results from an increase in self-efficacy among the test subjects.

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