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