Warum "Toolkits for User Innovation and Design" für ihre Nutzer Wert schaffen: eine qualitative Analyse

"Toolkits for User Innovation and Design" allow customers to create their own product, which in turn is produced by the manufacturer. This way, the customer becomes a designer respectively an innovator. Recent research has found that integrating customers into new product development and design via toolkits can generate an increased willingness to pay. Customers are willing to pay a high price premium for a self-designed product as compared to the most popular standard product of the same quality level. In this article we analyze reasons for this increment on the basis of 48 qualitative interviews. Findings show that beyond the functional / aesthetical benefit (i.e. a better fit of product and preferences) different psychological factors play a role (uniqueness of output, "pride of authorship", and process benefit). Findings have theoretical and practical implications.