Inspirational Personalization: Abstract and Concrete Levels of Personalization

Tim Boettger, University of St. Gallen, Switzerland
Oliver Emrich, University of St. Gallen, Switzerland
Leonard Lee, National University of Singapore, Singapore
Thomas Rudolph, University of St. Gallen, Switzerland
Using an extensive field study in furniture retailing, we compare the effectiveness of abstract and concrete messages for active and passive personalization in stimulating consumer response. Results suggest that abstract messages are more effective for active than passive personalization. This effect is qualified by the message’s fit to consumers’ preferences.
[ to cite ]:
Tim Boettger, Oliver Emrich, Leonard Lee, and Thomas Rudolph (2014) ,"Inspirational Personalization: Abstract and Concrete Levels of Personalization", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 773-773.