Personalizing the Customization Experience: A Matching Theory of Mass Customization Interfaces and Cultural Information Processing

Item Type Journal paper
Abstract

Mass customization interfaces typically guide consumers through the configuration process in a sequential manner, focusing on one product attribute after the other. What if this standardized customization experience was in fact personalized for consumers based on how they process information? A series of large-scale field and experimental studies, conducted with Western and Asian consumers, shows that matching the interface to consumers’ culture-specific processing style enhances the effectiveness of mass customization. Specifically, presenting the same information isolated (by-attribute) to Western consumers but contextualized (by-alternative) to Asian consumers increases satisfaction with and likelihood to purchase the configured product, along with the amount of money spent on the product. These positive consumer responses emerge because of an increase in “interface fluency”—consumers’ subjective experience of ease when using the interface. The authors advise firms to personalize the customization experience by employing “processing-congruent interfaces” across consumer markets.

Authors de Bellis, Emanuel; Hildebrand, Christian; Ito, Kenichi; Herrmann, Andreas & Schmitt, Bernd
Journal or Publication Title Journal of Marketing Research
Language English
Subjects social sciences
HSG Classification contribution to scientific community
HSG Profile Area Global Center for Customer Insight
Refereed Yes
Date 2019
Publisher American Marketing Association
Volume 56
Number 6
Page Range 1050-1065
ISSN 0022-2437
Publisher DOI 10.1177/0022243719867698
Depositing User Prof. Dr. Emanuel De Bellis
Date Deposited 30 Aug 2019 07:35
Last Modified 06 Jul 2020 21:19
URI: https://www.alexandria.unisg.ch/publications/257619

Download

[img] Text
deBellis2019.pdf

Download (459kB)

Citation

de Bellis, Emanuel; Hildebrand, Christian; Ito, Kenichi; Herrmann, Andreas & Schmitt, Bernd (2019) Personalizing the Customization Experience: A Matching Theory of Mass Customization Interfaces and Cultural Information Processing. Journal of Marketing Research, 56 (6). 1050-1065. ISSN 0022-2437

Statistics

https://www.alexandria.unisg.ch/id/eprint/257619
Edit item Edit item
Feedback?