Product Customization via Starting Solutions

Item Type Journal paper
Abstract Customizing a product by choosing each of its attributes individually tends to be onerous for consumers, and the benefits of product customization may thus be offset by an increase in choice complexity. As a remedy for this dilemma, the current research introduces the customization via starting solutions (CvSS) architecture, which substantially reduces the complexity of product customization while preserving all of its advantages. Under CvSS, consumers first select one starting solution from a set of prespecified products, which they then refine to create their final customized product. Evidence from nine studies (three of which were conducted in field settings) across a wide range of product domains (shirts, cars, vacation packages, jewelry, and financial products) shows that the CvSS architecture results in substantial benefits relative to the standard attribute-by-attribute product customization format for both consumers (increased satisfaction with their product choices, reduced choice complexity, and enhanced mental simulation of product use) and firms (purchases of more feature-rich, and thus higher-priced, products).
Authors Hildebrand, Christian; Häubl, Gerald & Herrmann, Andreas
Journal or Publication Title Journal of Marketing Research
Language English
Keywords product customization, consumer decision making, choice architecture, field experiments
Subjects business studies
HSG Classification contribution to scientific community
Refereed No
Date 1 December 2014
Publisher American Marketing Association
Place of Publication Chicago, Ill.
Volume 51
Number 6
Page Range 707-725
Number of Pages 19
ISSN 0022-2437
ISSN-Digital 1547-7193
Publisher DOI
Depositing User Dr. Jessica Müller-Stewens
Date Deposited 28 Oct 2014 16:55
Last Modified 30 Jan 2023 01:23


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Hildebrand, Christian; Häubl, Gerald & Herrmann, Andreas (2014) Product Customization via Starting Solutions. Journal of Marketing Research, 51 (6). 707-725. ISSN 0022-2437

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