Attitude Toward a Self-Designed Product

What it measures

A six-item scale measuring a consumer's overall attitude toward a product they have personally designed or configured, prior to receiving the physical item. Items capture quality perceptions, confidence in the design, anticipated enjoyment, and expected satisfaction — providing a comprehensive evaluation of anticipated product quality and personal investment. The scale is specifically suited to customisation and co-creation research where consumers design products for themselves, and where attitude formation occurs before actual product experience.

Representative items

• My [product] is well designed.
• I have a lot of confidence in the design I created for my [product].
• I expect that I will be satisfied with the finished [product] when it arrives.

Citation

Moreau, C. Page, Leff Bonney, and Kelly B. Herd (2011). It's the thought (and the effort) that counts: How customizing for others differs from customizing for oneself. Journal of Marketing, 75(5), 120–133.