Failing to Follow Your Own Star : Preference Formation, Deviation, and the Negative Influence of Community-Feedback on Self-Designable Products
Journal
AMA Educators Proceedings
ISSN
1054-0806
ISBN
9781622766499
Type
conference paper
Date Issued
2012-02-17
Author(s)
Editor(s)
Bharadwaj, S.
Abstract
Modern mass customization systems are increasingly becoming social and foster user interactions and discussions about self-designable products. However, recent research noted that a concise analysis of the psychological effects along consumers' decision process in virtual environments is needed. We applied an experimental research design within a virtual community and provide evidence that (1) consumers' preference formation is significantly affected by anticipated social evaluations in the pre-decisional phase, (2) systematic preference deviations occur within the core decisional phase due to deviant community feedback, and that (3) these deviations may not in- but rather decrease consumers' choice related post-decisional outcome measures.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
AMA Winter Educators' Conference 2012: Marketing Theory and Applications
Publisher
American Marketing Association
Publisher place
Chicago, USA
Volume
Volume 23
Start page
205
End page
206
Event Title
American Marketing Association (AMA) Winter Educators' Conference 2012
Event Location
St. Petersburg , FL
Event Date
17.-19.02.2012
Subject(s)
Eprints ID
206854