Product Customization via Starting Solutions

Item Type Conference or Workshop Item (Paper)
Abstract We examine the consumer psychology of partitioning the process of product customization into two stages - (1) the choice of one of a small number of pre-specified starting solutions and (2) the subsequent modification of the chosen starting solution to create the final self-designed product. Empirical evidence from two lab experiments and a field experiment (using a car manufacturer's online configurator with real customers) shows that such a two-stage procedure is superior to previously proposed customization approaches, leading to lower perceived choice complexity, reduced preference uncertainty, and greater satisfaction with the ultimate self-designed product.
Authors Hildebrand, Christian; Herrmann, Andreas & Häubl, Gerald
Language English
Subjects business studies
HSG Classification contribution to scientific community
Refereed Yes
Date 13 June 2013
Publisher Society for Consumer Psychology
Place of Publication New York
Title of Book Consumer Psychology in a Social Media World
Event Title 32nd Annual Advertising and Consumer Psychology (ACP) Conference 2013
Event Location San Diego
Event Dates 13.-15.06.2013
Depositing User Prof. Dr. Christian Alexander Hildebrand
Date Deposited 04 Apr 2013 21:39
Last Modified 29 Jan 2023 01:22


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Hildebrand, Christian; Herrmann, Andreas & Häubl, Gerald: Product Customization via Starting Solutions. 2013. - 32nd Annual Advertising and Consumer Psychology (ACP) Conference 2013. - San Diego.

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