Inspirational Personalization: Abstract and Concrete Levels of Personalization
Journal
Advances in Consumer Research
ISSN
0098-9258
Type
conference paper
Date Issued
2014-10-23
Author(s)
Abstract
Using an extensive field study in furniture retailing, we compare the effectiveness of abstract and concrete messages for active and passive personalization in stimulating consumer response. Results suggest that abstract messages are more effective for active than passive personalization. This effect is qualified by the message's fit to consumers' preferences.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Refereed
Yes
Book title
NA - Advances in Consumer Research
Publisher
Association for Consumer Research
Volume
Volume 42
Start page
773
Event Title
Association for Consumer Research (ACR) North America Conference 2014
Event Location
Baltimore, USA
Event Date
23.-26.10.2014
Subject(s)
Division(s)
Eprints ID
238921