The name effect in customization service: the role of psychological ownership and self-threat

Purpose This study investigated the effect of adding a customer's name onto a standard product on the customer's product attitude from the perspective of the name-letter effect and psychological ownership theory. Design/methodology/approach A 2 × 2 experiment was conducted to test the name effect in customization services. The main effects, mediation effects and moderation effects were analyzed using SPSS 22.0 and PROCESS 2.16.3. Findings Adding...