Inspirational Personalization: Abstract and Concrete Levels of Personalization

Auteur(s)

Tim Böttger

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Descrizione

Using an extensive field study in furniture retailing, we compare the effectiveness of abstract and concrete messages for active and passive personalization in stimulating consumer response. Results suggest that abstract messages are more effective for active than passive personalization. This effect is qualified by the message's fit to consumers' preferences.

Sujets

Gestion d'entreprise > Vente et distribution

Institution partenaire

Université de St-Gall - Schools of Management

Langue

English

Data

2014