Emanuel de Bellis
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Title
Prof. Dr.
Last Name
de Bellis
First name
Emanuel
Email
emanuel.debellis@unisg.ch
Phone
+41 71 224 7712

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  • Publication
    Innovating Mass Customization with Strict Uniqueness
    (European Marketing Academy, 2020-05-27)
    Burghartz, Pia
    ;
    de Bellis, Emanuel
    ;
    Krause, Franziska
    ;
    Franke, Nikolaus
    ;
    Klanner, Ilse-Maria
    ;
    Häubl, Gerald
    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.
    Type: conference paper
    URL: http://proceedings.emac-online.org/pdfs/A2020-63047.pdf
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/112104
  • Publication
    You’re One in a Million: Strict Uniqueness of Mass-Customized Products
    Burghartz, Pia
    ;
    de Bellis, Emanuel
    ;
    Krause, Franziska
    ;
    Franke, Nikolaus
    ;
    Klanner, Ilse-Maria
    ;
    Häubl, Gerald
    Many firms allow consumers to customize their own products by making a series of choices about individual product attributes. This paper investigates extensions of mass customization systems that capitalize on the fact that customized products are often one-of-a-kind—that is, strictly unique. The first extension is informing the consumer that this is the case (strict uniqueness feedback). The second is assuring the consumer that, once purchased, his or her specific product configuration will remain unique and not be available to other consumers (strict uniqueness blocking). We hypothesized that both strict uniqueness feedback and strict uniqueness blocking increase consumers’ valuation of a product. 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 size of the mass customization system’s solution space is made transparent to consumers. Conversely, the effects are amplified for conspicuous (vs. non-conspicuous) product attributes, providing direct managerial implications. This research advances our understanding of the psychological forces that govern consumers’ appreciation of customized products by identifying two related extensions of mass customization systems that exploit the notion of strict product uniqueness.
    Type: doctoral thesis
    URI: https://www.alexandria.unisg.ch/handle/20.500.14171/116765