With the rise of social media and the peer-to-peer economy, sellers can easily tell potential buyers about themselves and their process of producing products and services. This research investigates the influence of a central aspect of the production process that sellers can communicate—their production enjoyment. Buyers are willing to pay a higher price, are more likely to click on ads, and are more likely to choose a product or service when the seller signals that they enjoy producing it. In contrast, sellers are willing to accept lower prices, and actually charge less, for products and services they enjoy producing. Both buyers and sellers make the inference that production enjoyment leads to higher quality products/services, but only buyers rely on this inference when forming their pricing judgments relative to sellers. Nine studies illustrate these effects across a wide variety of products and services, participant samples, and operationalizations of production enjoyment. They show that signals of production enjoyment can influence buyers more than other established signals (e.g., effort) and demonstrate contexts where these effects are more and less likely to occur. These findings offer practical recommendations for both buyers and sellers as well as a variety of theoretical contributions.

中文翻译：

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EXPRESS：生产享受不对称地影响买家的支付意愿和卖家的收费意愿


随着社交媒体和点对点经济的兴起，卖家可以轻松地向潜在买家介绍自己以及他们生产产品和服务的过程。这项研究调查了销售者可以沟通的生产过程的一个核心方面的影响——他们的生产享受。当卖家表明他们喜欢生产某种产品或服务时，买家愿意支付更高的价格，更有可能点击广告，并且更有可能选择该产品或服务。相比之下，卖家愿意接受较低的价格，并且实际上对他们喜欢生产的产品和服务收取较低的费用。买家和卖家都得出这样的推论：生产享受会带来更高质量的产品/服务，但只有买家在形成相对于卖家的定价判断时才会依赖这一推论。九项研究说明了这些对各种产品和服务、参与者样本以及生产享受的运作的影响。他们表明，生产享受的信号比其他既定信号（例如努力）对购买者的影响更大，并展示了这些影响或多或少发生的背景。这些发现为买家和卖家提供了实用建议以及各种理论贡献。