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Tell Me What You Wish: How Pre-Configurations Based On Preference Articulation Affect Consumer Product Configuration Processes.
Type
conference paper
Date Issued
2016-02-29
Author(s)
Abstract
This paper examines how preference articulation prior a configuration task and receiving an initial configuration based on this preference articulation affects both consumers’ evaluation of the configuration process and the final product configuration. A combination of four experiments demonstrates that the preference articulation entry increases consumers’ choice confidence and consumers’ purchase intention. This process is driven by the extent to which consumers identify with the product configuration and a decreased choice complexity during the configuration process. The proposed research offers novel insights into product customization.
Language
English
HSG Classification
contribution to scientific community
HSG Profile Area
SoM - Business Innovation
Book title
Society fo Consumer Psychology Conference Program
Publisher
Society fo Consumer Psychology (SCP)
Publisher place
St. Pete Beach, Florida, USA
Volume
Conference Program
Start page
104
End page
104
Pages
203
Event Title
Society for Consumer Psychology (SCP) Winter Conference 2016
Event Location
St. Pete Beach, Florida, USA
Event Date
25.-27.02.2016
Subject(s)
Division(s)
Eprints ID
247984