Innovating Mass Customization with Strict Uniqueness

Item Type Conference or Workshop Item (Paper)
Abstract

This paper investigates extensions of mass customization systems that highlight the uniqueness of the product that a consumer has configured. It examines the behavioral consequences of informing consumers that they are the first ever to have created a particular product configuration (strict uniqueness feedback) and in addition assuring that this product configuration will remain unique (strict uniqueness blocking). We hypothesized that both strict uniqueness feedback and blocking increase consumers’ valuation of a product, and that they do so due to heightened perceptions of exclusivity. Evidence from a series of field, lab, and online experiments provides compelling support for this theorizing. It also shows that these effects are attenuated when the (large) number of possible product configurations is made transparent to consumers. This research advances our understanding of the psychological forces that govern consumers’ appreciation of self-configured products.

Authors Burghartz, Pia; de Bellis, Emanuel; Krause, Franziska; Franke, Nikolaus; Klanner, Ilse-Maria & Häubl, Gerald
Language English
Keywords mass customization; product uniqueness; exclusivity
Subjects business studies
social sciences
HSG Classification contribution to scientific community
HSG Profile Area Global Center for Customer Insight
Date 27 May 2020
Publisher European Marketing Academy
Event Title European Marketing Academy 47th Annual Conference
Event Location Budapest, Hungary
Event Dates 26-29 May
Official URL http://proceedings.emac-online.org/pdfs/A2020-6304...
Depositing User Pia Burghartz
Date Deposited 23 Nov 2020 10:43
Last Modified 23 Nov 2020 11:22
URI: https://www.alexandria.unisg.ch/publications/261510

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Burghartz, Pia; de Bellis, Emanuel; Krause, Franziska; Franke, Nikolaus; Klanner, Ilse-Maria & Häubl, Gerald: Innovating Mass Customization with Strict Uniqueness. 2020. - European Marketing Academy 47th Annual Conference. - Budapest, Hungary.

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https://www.alexandria.unisg.ch/id/eprint/261510
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