Can't See the Forest for the Trees: Increased Local Processing in Mass Customization Systems

Auteur(s)

Emanuel de Bellis

Accéder

Description

Although generally assumed to benefit consumers, mass customization can have unintended consequences. Two studies demonstrate that customizing by-attribute (vs. choosing from pre-specified configurations) increases local processing and decreases mental simulation, leading to lower satisfaction, pride, and purchase intentions. The findings offer novel insight regarding configuration systems in mass customization.

Sujets

Gestion d'entreprise > Marketing

Institution partenaire

Université de St-Gall - Schools of Management

Langue

English

Date

2013