Development of a Two-Step Customization Approach to Minimize Consumers' Decision Complexity and Maximize Companies' Profitability - Evidence from Field and Lab Experiments
Type
conference paper
Date Issued
2013-06-04
Author(s)
Abstract (De)
We propose a two-step customization mode by which consumers choose from a subsample of prespecified alternatives first, before conducting a subsequent customization task. Empirical evidence from a series of two lab experiments and a field experiment in a car manufacturer's car configurator with real customers, revealed that this two-step customization mode is superior to previously proposed customization modes, leading to less choice complexity, increased preference certainty and product satisfaction from a consumer perspective as well as higher sales for companies.
Language
German
Keywords
Mass Customization Systems
Decision Complexity
Choice Decomposition
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Lost in Translation: Marketing in an Interconnected World
Publisher
EMAC European Marketing Association
Publisher place
Brüssel
Start page
5
Event Title
42nd Annual EMAC Conference 2013
Event Location
Istanbul
Subject(s)
Eprints ID
221819