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Pia Teresa Burghartz
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Burghartz
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Pia Teresa
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+41 71 224 21 69
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1 - 9 of 9
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PublicationRobo Homecoming: Customization to Curb Uniqueness Threat(Marketing Review St. Gallen, )Firms are increasingly offering autonomous domestic products (ADPs), but consumers often resist adoption. This paper suggests that when consumers feel threatened in their sense of uniqueness, they may reject ADPs. Compelling experimental evidence shows that this is the case, and that rejection may be counteracted by customization.Type: journal article
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PublicationOne-of-a-Kind Products: Leveraging Strict Uniqueness in Mass Customization(Elsevier, 2023)
;Krause, Franziska ;Franke, Nikolaus ;Klanner, Ilse-MariaType: journal articleJournal: International Journal of Research in Marketing -
PublicationOne of a Kind Products: Leveraging Uniqueness in Mass Customization( 2023)
;Franziska Krause ;Nikolaus Franke ;Ilse-Maria KlannerType: conference paper -
PublicationInnovating Mass Customization with Strict Uniqueness(European Marketing Academy, 2020-05-27)
;Krause, Franziska ;Franke, Nikolaus ;Klanner, Ilse-MariaThis 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 -
PublicationBeing and Staying the Only One: Creating Value Through Uniqueness in Mass Customization(Association for Consumer Research, 2019-11-10)
;Franke, Nikolaus ;Metz, FranziskaKlanner, Ilse-MariaType: conference paperVolume: 47 -
PublicationThe Machine Age of Customer Insight(Emerald Publishing Limited, 2021-03-15)
;Einhorn, Martin ;Löffler, MichaelWe are living in a new machine age offering unique opportunities, particularly for generating customer insights, which is radically transforming the way business value is created. Across industries, players are affected by the pace of progress of machine learning tools, novel technologies, and the abundance of data. These developments require mastering new capabilities. The Machine Age of Customer Insight explains the transformation of customer insights and demonstrates the growing impact of machine learning. Thought leaders from renowned universities in the US and Europe as well as from different industries provide a comprehensive overview. Addressing both academics and practitioners, they discuss the transformation, cutting edge tools, and success factors to thrive in the new age. The book shows how machine learning helps to understand customers better and faster. It supports everyone who considers the machine age a great opportunity to gain a competitive advantage by transforming customer insights into business value. -
PublicationThe Machine Age of Customer Insight(Emerald, 2021-03-15)
;Einhorn, Martin ;Löffler, Michael ;de Bellis, EmanuelType: book -
PublicationPleasure is Better Together: Consumers’ Preference to Conform in Non-Choice SituationsConsumers’ preferences for hedonic products are generally influenced by their social environment. Such influence may lead consumers to prefer different or the same products as others. While prior research has shown that consumers prefer consuming different products in choice situations, we investigate consumer preference in non-choice situations. In such situations, consumers are not given a choice between products (e.g., samples randomly handed out at a sales booth). Past literature has shown that in choice situations consumers’ need to be unique makes them opt for different products to signal identity. Drawing on this literature, we hypothesized that consumers’ preferences might shift when they are not given a choice and hence are unable to signal identity. Thus, consuming the same (vs. different) products enables consumers to express their need to conform, as reflected by product valuation. Evidence from two tightly controlled experiments compellingly supports this theorizing. We thus advance understanding of how social influence affects consumers’ hedonic product preferences in non-choice situations.Type: doctoral thesis
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PublicationYou’re One in a Million: Strict Uniqueness of Mass-Customized Products
;Krause, Franziska ;Franke, Nikolaus ;Klanner, Ilse-MariaMany 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