Taking the Complexity Out of Complex Product Customization Decisions

Item Type Journal paper
Abstract

An abstract of the study "Taking the Complexity Out of Complex Product Customization Decisions," by Christian Hildebrand, Jan R. Landwehr, Andreas Hermann and Gerald Häubl is presented.

We propose a two-step product customization mode by which consumers first select one of a small number of presented prototypes, and then customize their final product by refining their initial choice. Evidence from three experiments shows that this customization mode is superior to previously proposed customization modes on various dimensions.

Authors Hildebrand, Christian; Landwehr, Jan R.; Herrmann, Andreas & Häubl, Gerald
Journal or Publication Title Advances in Consumer Research
Language English
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date 1 October 2012
Publisher Association for Consumer Research
Place of Publication Duluth, Minn.
Volume 40
Page Range 1019-1020
Number of Pages 2
ISSN 0098-9258
Depositing User Prof. Dr. Christian Alexander Hildebrand
Date Deposited 04 Apr 2013 21:05
Last Modified 19 Jun 2021 00:22
URI: https://www.alexandria.unisg.ch/publications/221812

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Citation

Hildebrand, Christian; Landwehr, Jan R.; Herrmann, Andreas & Häubl, Gerald (2012) Taking the Complexity Out of Complex Product Customization Decisions. Advances in Consumer Research, 40 1019-1020. ISSN 0098-9258

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https://www.alexandria.unisg.ch/id/eprint/221812
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