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.
contribution to scientific community
NA - Advances in Consumer Research
Association for Consumer Research
Association for Consumer Research (ACR) North America Conference 2013