Can’T See the Forest For the Trees: Increased Local Processing in Mass Customization Systems

Emanuel de Bellis, University of St. Gallen, Switzerland
Jill Griffin, University of Evansville, USA
Christian Hildebrand, University of St. Gallen, Switzerland
Reto Hofstetter, University of Lugano, Switzerland
Andreas Herrmann, University of St. Gallen, Switzerland
Although generally assumed to benefit consumers, mass customization can have unintended consequences. Two studies demonstrate that customizing by-attribute (vs. choosing from pre-specified configurations) increases local processing and decreases mental simulation, leading to lower satisfaction, pride, and purchase intentions. The findings offer novel insight regarding configuration systems in mass customization.
[ to cite ]:
Emanuel de Bellis, Jill Griffin, Christian Hildebrand, Reto Hofstetter, and Andreas Herrmann (2013) ,"Can’T See the Forest For the Trees: Increased Local Processing in Mass Customization Systems", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.