Taking the Complexity Out of Complex Product Customization Decisions

Christian Hildebrand, University of St. Gallen, Switzerland
Jan R. Landwehr, University of St. Gallen, Switzerland
Andreas Herrmann, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada
We propose a two-step product customization mode by which consumers first select one of a small number of presented prototypes, and then customize their final product by refining their initial choice. Evidence from three experiments shows that this customization mode is superior to previously proposed customization modes on various dimensions.
[ to cite ]:
Christian Hildebrand, Jan R. Landwehr, Andreas Herrmann, and Gerald Häubl (2012) ,"Taking the Complexity Out of Complex Product Customization Decisions", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1019-1020.