Personality, Personal Values, and Consumer Participation in Self-Production: The Case of Home Meal Preparation Mai Thi Xuan Huynh Nha Trang University Svein Ottar Olsen UiT The Arctic University of Norway ABSTRACT This study investigates the simultaneous influence of personality and personal values on attitude toward self-production, and how self-production attitude influences use of time and depth of self-production behavior in home meal preparation. The results show that self-control and agreeableness personality traits positively influence attitude toward self-production, while the resultant self-enhancement value dimension has a negative effect. Moreover, self-control negatively moderates the influence of resultant self-enhancement on self-production attitude. Attitude toward self-production has positive influences on both dimensions of self-production behavior, with a stronger effect on the depth dimension than on the time use dimension. The results support the proposed hierarchical model that personality and personal values relate to more specific self-production attitude and behavior in a food preparation context. © 2015 Wiley Periodicals, Inc. The prevailing view in consumer research conceives consumers as not just passive recipients, but active participants in the value creation process (Lusch & Vargo, 2006; Vargo & Lusch, 2004). Different terms or facets have been used to examine phenomena of consumer participation in value creation, such as self- service (Curran, Meuter, & Surprenant, 2003; Dab- holkar & Bagozzi, 2002), do-it-yourself (Williams, 2008; Wolf & McQuitty, 2011), prosumption (Witell, Kris- tensson, Gustafsson, & L¨ ofgren, 2011; Xie, Bagozzi, & Troye, 2008), coproduction (Etgar, 2008; Lusch & Vargo, 2006), and value cocreation (Healy & McDon- agh, 2013; Yi & Gong, 2013). This study investigates “self-production” as a specific type of consumer partic- ipation used by Troye and Supphellen (2012), which refers to the consumer’s involvement in the production of goods or services in collaboration with commercial providers indirectly via their input products (e.g., home maintenance, home meal preparation, or cloth making). It is important to understand why and how consumers participate in producing products or services in order to involve them properly in the production process as a way to gain competitive advantage (Lusch, Vargo, & O’Brien, 2007). Personality and personal values are two important domains of individual difference that play significant roles in explaining and understanding consumer attitude and behavior (e.g., Mulyanegara & Tsarenko, 2009; Xie, Bagozzi, & Troye, 2008). Studies suggest that as personality and personal values represent distinct yet complementary variables, combining them in one model may increase their predictive accuracy and reveal their relative contribution in explaining other variables (Parks & Guay, 2009; Volk, Th¨ oni, & Ruigrok, 2011). Thus, there have been a few recent empirical attempts to investigate the combined in- fluence of personality traits and values in predicting different outcomes, such as political choice (Caprara, Schwartz, Capanna, Vecchione, & Barbarelli, 2006), fashion brand preferences (Mulyanegara & Tsarenko, 2009), medical specialty choice (Taber, Hartung, & Borges, 2011), and academic performance (Parks & Guay, 2012). In the area of consumer participation research, some studies have confirmed the role of either personality (Dabholkar & Bagozzi, 2002; Fuller, Mat- zler, & Hoppe, 2008) or personal values (Xie, Bagozzi, & Troye, 2008) in predicting consumer participation phenomena. However, there is no evidence of any study Psychology & Marketing, Vol. 32(7): 709–724 (July 2015) View this article online at wileyonlinelibrary.com/journal/mar © 2015 Wiley Periodicals, Inc. DOI: 10.1002/mar.20812 709