Examining the Global Boundaries of Mass Customization: Conventional Configuration Procedures Clash With Holistic Information Processing

Emanuel de Bellis, University of St. Gallen, Switzerland
Christian Hildebrand, University of St. Gallen, Switzerland
Kenichi Ito, Nanyang Technological University, Singapore
Andreas Herrmann, University of St. Gallen, Switzerland
Bernd Schmitt, Columbia University, USA
A large-scale field study and three cross-cultural experiments demonstrate that conventional mass customization is in conflict with holistic information processing. Specifically, attribute-by-attribute configuration (vs. choosing from prespecified alternatives) reduces product evaluations of East Asian consumers while priming habitual processing styles can increase product evaluations both in the East and West.
[ to cite ]:
Emanuel de Bellis, Christian Hildebrand, Kenichi Ito, Andreas Herrmann, and Bernd Schmitt (2015) ,"Examining the Global Boundaries of Mass Customization: Conventional Configuration Procedures Clash With Holistic Information Processing", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 461-462.