The Handmade Effect on the Perceived Symbolic Value of a Ceramic Cup: An Explorative Study of Handmade Value Creation

Abstract

A handmade revolution is growing in many parts of Western society. This master thesis aims to shed light on the value handmade creates by exploring how the perceived symbolic value of a ceramic cup is affected by it being handmade. The study is carried out within the interpretive philosophy of science and is an exploratory, qualitative study. The applied research strategy is a mix of narrative inquiry, ethnography and phenomenology. Six semi-structured long interviews were carried out within the informants’ homes in which a discussion of their own cups, as well as a prompt using seven cups ranging from machine-made to handmade, was conducted. The analysed data was discussed in relation to the literature review and theoretical framework which consisted of the three levels of processing, the extended self and the handmade effect. The study showed that the perceived symbolic value of a ceramic cup is affected by it being handmade through the visceral processing of its aesthetic, the behavioural processing of its physical feel and function and the reflective processing of its story and place in the world in relation to the beholder's self. Through these three levels of processing, the perceiver of a handmade ceramic cup is subjected to the handmade effect, which is likely to increase the perceived symbolic value of a ceramic cup. However, the handmade effect can to some be activated both by a handmade cup and by a mass-produced cup with a handmade aesthetic. The study implicates the importance for craftspeople to tell compelling stories about their handmade work to foster the creation of symbolic value in the perception of the products. An implication of the study is thus that it is a strategically smart choice for craftspeople to heighten their focus on storytelling in sales, marketing and in their overall business strategy. The handmade effect has previously only been researched through online studies, however, this study suggests that the handmade effect also exists in a physical context. Future research should set out to validate the findings and explore the positive handmade effect on product attractiveness in a physical context. Another suggestion for future research is also to gain a further understanding of the effect knowledge about the handmaking of an object has on its perceived value.