de Bellis, EmanuelEmanuelde BellisHildebrand, ChristianChristianHildebrandHofstetter, RetoRetoHofstetterHerrmann, AndreasAndreasHerrmann2023-04-132023-04-132013-06-04https://www.alexandria.unisg.ch/handle/20.500.14171/89199This research investigates some unintended consequences of different mass customization formats on individual processing styles. Two studies provide novel empirical evidence that conventional attribute-wise configuration formats increase local processing, whereas prespecified configuration formats increase global processing. Importantly for marketers, we show that a global (vs. local) processing style leads to more mental simulation of the configured product and, as a consequence, to increased choice satisfaction, pride of authorship, and purchase intention. These findings highlight important process variables that should be considered when designing mass customization systems.enconference paper