Does 'made with love' sell?

Research reveals which consumers value handmade products the most, and it's all about how they approach purchase decisions.

- Tuba Degirmenci, Frank Mathmann and Gary Mortimer

We've all seen the marketing message "handmade with love." It's designed to tug at our heartstrings, suggesting extra care and affection went into crafting a product. As Valentine's Day approaches, many businesses will ramp up such messaging in their advertising.

Handmade gifts are often cast as more thoughtful, special options than their mass-produced, machine-made alternatives.

But does "love" actually sell? Our new research, published in the Journal of Consumer Behaviour, reveals not everyone feels the same way about these labels.

Why do some people feel handmade products are made with love, while others don't really care? We found it's all about how they approach purchase decisions.

A DEEPER, HUMAN CONNECTION

Why do businesses market products as handmade? Previous research has shown handmade labels can lead to higher positive emotions. This tendency is known as the "handmade effect."

In a world of seemingly perfect and polished products, research shows consumers increasingly prefer human (as opposed to machine) interactions, including in their shopping experiences.

It's also been shown that giving handmade gifts can promote social relationships.

We often associate handmade products with smaller "cottage" retailers. But many major global retailers - including Amazon and Ikea - have strategically introduced handmade products, aiming to connect on a deeper emotional level with their consumers.

Our research found not all consumers respond in the same way to these marketing messages.

WHO CARES ABOUT LOVE?