Consumers' Appreciation of Product Personalization

Ruth Mugge, Delft University of Technology, the Netherlands
Jan P. L. Schoormans, Delft University of Technology, the Netherlands
Addie de Lange, Delft University of Technology, the Netherlands
Product personalization implies that consumers participate in the design process and obtain a certain degree of design authority. This study investigates consumers’ attitude to and purchase intention for personalized products. Our findings suggest that although product personalization enables consumers to create products that better fit their identity, consumers may actually prefer to have less freedom. More design authority is only preferred if the personalization is visible to others. Then, the outcome is used to express one’s identity to others. Otherwise, the required time and effort for accomplishing the personalization process negatively affect consumers’ attitude and purchase intention.
[ to cite ]:
Ruth Mugge, Jan P. L. Schoormans, and Addie de Lange (2007) ,"Consumers' Appreciation of Product Personalization", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 339-341.