While investing in customization companies are enabling their customers to shape products as a way to express their preferences and identities. Customization however, can involve numerous attribute choices or just a few. Our work focuses on the second case where a product choice is followed by a customization task on few attributes. We propose that when the product choice task saturates a consumer’s self-expression, the appeal of the customization task is reduced leading to lower satisfaction with choice and product evaluation for the customized product. We test our predictions in two experiments.
Elisa Montaguti, Alessandra Zammit (2013). It is Not Me! So I Customize It!. Istanbul : EMAC Proceedings.
It is Not Me! So I Customize It!
MONTAGUTI, ELISA;ZAMMIT, ALESSANDRA
2013
Abstract
While investing in customization companies are enabling their customers to shape products as a way to express their preferences and identities. Customization however, can involve numerous attribute choices or just a few. Our work focuses on the second case where a product choice is followed by a customization task on few attributes. We propose that when the product choice task saturates a consumer’s self-expression, the appeal of the customization task is reduced leading to lower satisfaction with choice and product evaluation for the customized product. We test our predictions in two experiments.I documenti in IRIS sono protetti da copyright e tutti i diritti sono riservati, salvo diversa indicazione.
