Product Customization via Starting Solutions
Type
conference paper
Date Issued
2013-10-03
Author(s)
Abstract
Three field and three lab studies show that partitioning consumer product customization processes into two stages - (1) choosing a "starting solution" and (2) refining that starting solution to create the final self-designed product - stimulates mental simulation of product use, promotes the choice of more feature-rich products, and enhances product satisfaction.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
NA - Advances in Consumer Research
Publisher
Association for Consumer Research
Publisher place
Duluth, Minnesota
Volume
Volume 41
Event Title
Association for Consumer Research (ACR) North America Conference 2013
Event Location
Chicago, IL USA
Event Date
03.-06.10.2013
Subject(s)
Eprints ID
226263