Tell Me What You Wish: How Pre-Configurations Based On Preference Articulation Affect Consumer Product Configuration Processes.
Type
conference paper
Date Issued
2016-08-01
Author(s)
Abstract
Mass customization is ubiquitous and various industries offer customizable products to their consumers. However, consumers often fail to customize products that they identify with and that meet their idiosyncratic preferences best. This research work proposes a novel customization architecture – preference based customization – which provides a consumer initial customized products that come close to her/his preferences. Empirical evidence from seven studies, including field and laboratory experiments across multiple product domains, demonstrate the effectiveness (i.e., increased choice confidence and willingness to buy) of preference based customization architectures relative to standard attribute-by-attribute customization architectures.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Book title
Open and User Innovation Conference Program
Publisher
Open and User Innovation Conference (Harvard Business School)
Publisher place
Boston, Massachusetts, USA
Volume
Conference Program
Start page
1
End page
1
Pages
100
Event Title
14th Annual Open and User Innovation Conference
Event Location
Boston, Massachusetts, USA
Event Date
01.-03.08.2016
Subject(s)
Eprints ID
248439