Accentuating the Forest Instead of the Trees: Induced Global Processing in Mass Customization Systems
Type
conference paper
Date Issued
2013-06-04
Author(s)
Abstract
This research investigates some unintended consequences of different mass customization formats on individual processing styles. Two studies provide novel empirical evidence that conventional attribute-wise configuration formats increase local processing, whereas prespecified configuration formats increase global processing. Importantly for marketers, we show that a global (vs. local) processing style leads to more mental simulation of the configured product and, as a consequence, to increased choice satisfaction, pride of authorship, and purchase intention. These findings highlight important process variables that should be considered when designing mass customization systems.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Lost in Translation: Marketing in an Interconnected World
Publisher
EMAC European Marketing Academy
Publisher place
Brüssel
Event Title
42nd European Marketing Academy (EMAC) Annual Conference
Event Location
Istanbul
Event Date
04.-07.06.2013
Subject(s)
Eprints ID
221817