Who Is Wary of User Design? The Role of Power-Distance Beliefs in Preference for User-Designed Products

This article evaluates when a user-design approach is and is not effective in strengthening brand preference. It specifically delves into the role of power-distance beliefs in influencing preferences for user-designed products and brands. The authors demonstrate that low-power-distance consumers prefer user-designed products to company-designed products, whereas this effect is attenuated or reversed for high-power-distance consumers. The authors...