Innovating Mass Customization with Strict Uniqueness
Type
conference paper
Date Issued
2020-05-27
Author(s)
;
;
Krause, Franziska
;
Franke, Nikolaus
;
Klanner, Ilse-Maria
;
Abstract
This paper investigates extensions of mass customization systems that highlight the uniqueness of the product that a consumer has configured. It examines the behavioral consequences of informing consumers that they are the first ever to have created a particular product configuration (strict uniqueness feedback) and in addition assuring that this product configuration will remain unique (strict uniqueness blocking). We hypothesized that both strict uniqueness feedback and blocking increase consumers’ valuation of a product, and that they do so due to heightened perceptions of exclusivity. Evidence from a series of field, lab, and online experiments provides compelling support for this theorizing. It also shows that these effects are attenuated when the (large) number of possible product configurations is made transparent to consumers. This research advances our understanding of the psychological forces that govern consumers’ appreciation of self-configured products.
Language
English
Keywords
mass customization
product uniqueness
exclusivity
HSG Classification
contribution to scientific community
HSG Profile Area
Global Center for Customer Insight
Publisher
European Marketing Academy
Event Title
European Marketing Academy 47th Annual Conference
Event Location
Budapest, Hungary
Event Date
26-29 May
Subject(s)
Eprints ID
261510
File(s)![Thumbnail Image]()
open.access
Name
A2020-63047.pdf
Size
221.75 KB
Format
Adobe PDF
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