Although it is well established that consumers have an increased valuation for self‐assembled products, less is known about how using such products influences objective consumption outcomes. Across three experiments, the current research demonstrates that consumers perform better on tasks when...

Although prices are the most discussed topic in consumer conversations, research has mostly neglected the field of price-related word-of-mouth (WOM). The present study picks up this research gap by analyzing the effects of price-WOM valence and price change communicated by WOM on consumer price...