Product Customization via Starting Solutions
Type
conference paper
Date Issued
2013-06-13
Author(s)
Abstract
We examine the consumer psychology of partitioning the process of product customization into two stages - (1) the choice of one of a small number of pre-specified starting solutions and (2) the subsequent modification of the chosen starting solution to create the final self-designed product. Empirical evidence from two lab experiments and a field experiment (using a car manufacturer's online configurator with real customers) shows that such a two-stage procedure is superior to previously proposed customization approaches, leading to lower perceived choice complexity, reduced preference uncertainty, and greater satisfaction with the ultimate self-designed product.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Consumer Psychology in a Social Media World
Publisher
Society for Consumer Psychology
Publisher place
New York
Event Title
32nd Annual Advertising and Consumer Psychology (ACP) Conference 2013
Event Location
San Diego
Event Date
13.-15.06.2013
Subject(s)
Eprints ID
221821