Study Finds Consumers Like Beating Designers at Their Own Game

It’s not available online yet, but the latest study from the Journal of Consumer Research sounds like an interesting one. It’s C. Page Moreau and Kelly B. Herd‘s “To Each His Own? How Comparisons to Others Influence Consumers’ Evaluations of their Self-Designed Products” and the press release associated with it says it looks into how consumers enjoy rejecting professional design in favor of things of their own creation. The researchers also report that “consumers enjoy intentionally competing against professionals.”