infonet-economy

An abstract of the study "Taking the Complexity Out of Complex Product Customization Decisions," by Christian Hildebrand, Jan R. Landwehr, Andreas Hermann and Gerald Häubl is presented.

We propose a two-step product customization mode by which consumers first select one of a small number of presented prototypes, and then customize their final product by refining their initial choice. Evidence from three experiments shows that this customization mode is superior to previously proposed customization modes on various dimensions.