Product Customization Via Starting Solutions

Christian Hildebrand, University of St. Gallen, Switzerland
Andreas Herrmann, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada
Three field and three lab studies show that partitioning consumer product customization processes into two stages – (1) choosing a “starting solution” and (2) refining that starting solution to create the final self-designed product – stimulates mental simulation of product use, promotes the choice of more feature-rich products, and enhances product satisfaction.
[ to cite ]:
Christian Hildebrand, Andreas Herrmann, and Gerald Häubl (2013) ,"Product Customization Via Starting Solutions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.