Taking the Complexity Out of Complex Product Customization Decisions
Journal
Advances in Consumer Research
ISSN
0098-9258
Type
journal article
Date Issued
2012-10-01
Author(s)
Abstract
An abstract of the study "Taking the Complexity Out of Complex Product Customization Decisions," by Christian Hildebrand, Jan R. Landwehr, Andreas Hermann and Gerald Häubl is presented.
We propose a two-step product customization mode by which consumers first select one of a small number of presented prototypes, and then customize their final product by refining their initial choice. Evidence from three experiments shows that this customization mode is superior to previously proposed customization modes on various dimensions.
We propose a two-step product customization mode by which consumers first select one of a small number of presented prototypes, and then customize their final product by refining their initial choice. Evidence from three experiments shows that this customization mode is superior to previously proposed customization modes on various dimensions.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Association for Consumer Research
Publisher place
Duluth, Minn.
Volume
40
Start page
1019
End page
1020
Pages
2
Subject(s)
Eprints ID
221812