Order in Product Customization Decisions : Evidence from Filed Experiments
Journal
Journal of Political Economy
ISSN
0022-3808
ISSN-Digital
1537-534X
Type
journal article
Date Issued
2010-04-01
Author(s)
Abstract
Differentiated product models are predicated on the belief that a product's utility can be derived from the summation of utilities for its individual attributes. In one framed field experiment and two natural field experiments, we test this assumption by experimentally manipulating the order of attribute presentation in the product customization process of custom?made suits and automobiles. We find that order affects the design of a suit that people configure and the design and price of a car that people purchase by influencing the likelihood that they will accept the default option suggested by the firm.
Language
English
HSG Classification
contribution to scientific community
Refereed
No
Publisher
University of Chicago Press
Publisher place
Chicago
Volume
118
Number
2
Start page
274
End page
299
Pages
26
Subject(s)
Division(s)
Eprints ID
49401