Sequential Overchoice in Product Customization

Michael Dorn, University of Bern, Switzerland
Adrian Brügger, University of Bern, Switzerland
Claude Messner, University of Bern, Switzerland
The present study demonstrates how consumers can suffer from sequential overchoice. Customizing a tailor-made suit from combined-attribute choices (e.g., deciding on color and fabric in combination) leads to less satisfaction, more information overload, and less additional consumption than customizing it from single-attribute choices (e.g., deciding on color, then on fabric).
[ to cite ]:
Michael Dorn, Adrian Brügger, and Claude Messner (2013) ,"Sequential Overchoice in Product Customization", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.