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Emanuel de Bellis
Title
Prof. Dr.
Last Name
de Bellis
First name
Emanuel
Email
emanuel.debellis@unisg.ch
Phone
+41 71 224 7712
Now showing
1 - 8 of 8
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PublicationPersonalizing the Customization Experience: A Matching Theory of Mass Customization Interfaces and Cultural Information Processing(American Marketing Association, 2019)
;Ito, KenichiSchmitt, BerndType: journal articleJournal: Journal of Marketing ResearchVolume: 56Issue: 6Scopus© Citations 47 -
PublicationCross-National Differences in Uncertainty Avoidance Predict the Effectiveness of Mass Customization across East Asia: A Large-Scale Field Investigation(Springer Science+Business Media, 2015)
;Ito, KenichiType: journal articleJournal: Marketing LettersVolume: 26Issue: 3 -
PublicationHow Cultural Identity Drives the Effectiveness of Mass Customization( 2017)
;Ito, K. ;Schmitt, B.Type: conference paper -
PublicationType: conference paper
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PublicationFrom Global Rollout to Local Failure: Western Self-Design Systems and Eastern Information Processing( 2014)
;Ito, K.Schmitt, B.Type: conference paper -
PublicationCan't See the Forest for the Trees: Increased Local Processing in Mass Customization Systems(Association for Consumer Research, 2013-10-03)
;Griffin, JillAlthough generally assumed to benefit consumers, mass customization can have unintended consequences. Two studies demonstrate that customizing by-attribute (vs. choosing from pre-specified configurations) increases local processing and decreases mental simulation, leading to lower satisfaction, pride, and purchase intentions. The findings offer novel insight regarding configuration systems in mass customization.Type: conference paper -
PublicationAccentuating the Forest Instead of the Trees: Induced Global Processing in Mass Customization Systems(EMAC European Marketing Academy, 2013-06-04)This research investigates some unintended consequences of different mass customization formats on individual processing styles. Two studies provide novel empirical evidence that conventional attribute-wise configuration formats increase local processing, whereas prespecified configuration formats increase global processing. Importantly for marketers, we show that a global (vs. local) processing style leads to more mental simulation of the configured product and, as a consequence, to increased choice satisfaction, pride of authorship, and purchase intention. These findings highlight important process variables that should be considered when designing mass customization systems.Type: conference paper
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PublicationType: conference paper