Accentuating the Forest Instead of the Trees: Induced Global Processing in Mass Customization Systems

Item Type Conference or Workshop Item (Paper)
Abstract This research investigates some unintended consequences of different mass customization formats on individual processing styles. Two studies provide novel empirical evidence that conventional attribute-wise configuration formats increase local processing, whereas prespecified configuration formats increase global processing. Importantly for marketers, we show that a global (vs. local) processing style leads to more mental simulation of the configured product and, as a consequence, to increased choice satisfaction, pride of authorship, and purchase intention. These findings highlight important process variables that should be considered when designing mass customization systems.
Authors de Bellis, Emanuel; Hildebrand, Christian; Hofstetter, Reto & Herrmann, Andreas
Language English
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date 4 June 2013
Publisher EMAC European Marketing Academy
Place of Publication BrĂ¼ssel
Title of Book Lost in Translation: Marketing in an Interconnected World
Event Title 42nd European Marketing Academy (EMAC) Annual Conference
Event Location Istanbul
Event Dates 04.-07.06.2013
Depositing User Prof. Dr. Christian Alexander Hildebrand
Date Deposited 04 Apr 2013 21:19
Last Modified 20 Jul 2022 17:16
URI: https://www.alexandria.unisg.ch/publications/221817

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de Bellis, Emanuel; Hildebrand, Christian; Hofstetter, Reto & Herrmann, Andreas: Accentuating the Forest Instead of the Trees: Induced Global Processing in Mass Customization Systems. 2013. - 42nd European Marketing Academy (EMAC) Annual Conference. - Istanbul.

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https://www.alexandria.unisg.ch/id/eprint/221817
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