Robo Homecoming: Customization to Curb Uniqueness Threat
Type
journal article
Author(s)
Abstract
Firms are increasingly offering autonomous domestic products (ADPs), but consumers often resist adoption. This paper suggests that when consumers feel threatened in their sense of uniqueness, they may reject ADPs. Compelling experimental evidence shows that this is the case, and that rejection may be counteracted by customization.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
Global Center for Customer Insight
Refereed
Yes
Publisher
Marketing Review St. Gallen
Subject(s)
Eprints ID
261675