Order in Product Customization Decisions : Evidence from Filed Experiments

Item Type Journal paper
Abstract

Differentiated product models are predicated on the belief that a product's utility can be derived from the summation of utilities for its individual attributes. In one framed field experiment and two natural field experiments, we test this assumption by experimentally manipulating the order of attribute presentation in the product customization process of custom?made suits and automobiles. We find that order affects the design of a suit that people configure and the design and price of a car that people purchase by influencing the likelihood that they will accept the default option suggested by the firm.

Authors Levav, Jonathan; Heitmann, Mark; Herrmann, Andreas & Iyengar, Sheena S.
Journal or Publication Title Journal of Political Economy
Language English
Subjects economics
HSG Classification contribution to scientific community
Refereed No
Date 1 April 2010
Publisher University of Chicago Press
Place of Publication Chicago
Volume 118
Number 2
Page Range 274-299
Number of Pages 26
ISSN 0022-3808
ISSN-Digital 1537-534X
Publisher DOI 10.1086/652463
Depositing User Prof. Dr. Andreas Herrmann
Date Deposited 25 Nov 2008 09:48
Last Modified 07 Aug 2020 00:20
URI: https://www.alexandria.unisg.ch/publications/49401

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Citation

Levav, Jonathan; Heitmann, Mark; Herrmann, Andreas & Iyengar, Sheena S. (2010) Order in Product Customization Decisions : Evidence from Filed Experiments. Journal of Political Economy, 118 (2). 274-299. ISSN 0022-3808

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https://www.alexandria.unisg.ch/id/eprint/49401
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