Contingent Response to Self-customization Procedures: Implications for Decision Satisfaction and Choice
نویسندگان
چکیده
Self-customization is the process by which consumers seek to customize offerings to their own preferences. In this paper, the authors propose that differences in self-customization procedures potentially influence (i) the product configuration favored, (ii) the degree of decision difficulty in product customization, (iii) the degree of satisfaction with the customized option, and (iv) the degree of willingness to purchase. The authors examine these propositions in a series of studies that allowed self-customization in either a byattribute or a by-alternative method. They show that consumers tend to choose an intermediate (compromise) option significantly more often when they customize a product using the by-attribute rather than the by-alternative method. In addition, the byattribute customization procedure leads to a lower level of experienced difficulty, greater satisfaction and higher willingness to purchase the customized option than the byalternative method. Finally, we show that the decrease in experienced difficulty in byattribute customization method is not solely due to the reduction in information consideration but also due to less explicit tradeoffs among competing characteristics. These results can aid marketing managers in designing mass customization procedures.
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