Pia Teresa Burghartz

Former Member
Thumbnail Image
Last Name
Burghartz
First name
Pia Teresa
Phone
+41 71 224 21 69

Settings

Now showing 1 - 1 of 1
  • Thumbnail Image
    Some of the metrics are blocked by your 
    consent settings
    Item type:Publication,
    Innovating Mass Customization with Strict Uniqueness
    (European Marketing Academy, 2020-05-27)
    Burghartz, Pia  
    ;
    de Bellis, Emanuel  
    ;
    Krause, Franziska
    ;
    Franke, Nikolaus
    ;
    Klanner, Ilse-Maria
    This paper investigates extensions of mass customization systems that highlight the uniqueness of the product that a consumer has configured. It examines the behavioral consequences of informing consumers that they are the first ever to have created a particular product configuration (strict uniqueness feedback) and in addition assuring that this product configuration will remain unique (strict uniqueness blocking). We hypothesized that both strict uniqueness feedback and blocking increase consumers’ valuation of a product, and that they do so due to heightened perceptions of exclusivity. Evidence from a series of field, lab, and online experiments provides compelling support for this theorizing. It also shows that these effects are attenuated when the (large) number of possible product configurations is made transparent to consumers. This research advances our understanding of the psychological forces that govern consumers’ appreciation of self-configured products.
    Type:conference paper
    URL:http://proceedings.emac-online.org/pdfs/A2020-63047.pdf
    URI:https://www.alexandria.unisg.ch/handle/20.500.14171/112104