Retailers and brands such as IKEA, Home Depot, and Build-a-Bear encourage consumers to ‘make’ their products rather than be passive recipients. While a growing literature explores ‘why’ consumers purchase self-made products, it is less understood ‘how’ marketers can develop effective advertising and marketing communications to promote such products. Building on the functionalist framework of emotion, the present research explores the potential of a mixed emotional appeal – poignancy – that may be useful in enhancing consumer preferences for self-made products. Notably, this effect is mediated by a fresh start mindset and openness to learning. The effect is also attenuated among consumers with a low personal control. In addition to having substantive practical implications to marketers in developing effective communication strategies, this research offers a novel perspective on the effect of poignancy on consumer decision making.

IKEA、Home Depot 和 Build-a-Bear 等零售商和品牌鼓励消费者“制造”他们的产品，而不是被动接受。虽然越来越多的文献探讨了消费者“为什么”购买自制产品，但对营销人员“如何”开发有效的广告和营销传播来推广此类产品的理解却很少。在情感功能主义框架的基础上，本研究探索了混合情感吸引力的潜力——辛酸——这可能有助于提高消费者对自制产品的偏好。值得注意的是，这种影响是由重新开始的心态和对学习的开放态度所调节的。这种影响在个人控制力低的消费者中也会减弱。除了对营销人员制定有效的沟通策略具有实质性的实际意义外，