Optimizing Variety in Mass Customization: a Theoretical Perspective

Sanjay Puligadda, Penn State University, USA
Rajdeep Grewal, pennsylvania state university, USA
arvind rangaswamy, pennsylvania state university, USA
frank kardes, university of cincinnati, USA
The growing use of mass customization necessitates understanding consumer decision making in such contexts. For the purpose, we categorize product attributes as universal (having a common, widely accepted evaluation scheme) or variable (having a more consumer-specific evaluation scheme) and propose that consumers would differentially process information concerning the two attribute types. Results from three experiments demonstrate support for this assertion and show that the effect of options offered by variables attributes on satisfaction is moderated by consumer knowledge and knowledge function of attitudes
[ to cite ]:
Sanjay Puligadda, Rajdeep Grewal, arvind rangaswamy, and frank kardes (2007) ,"Optimizing Variety in Mass Customization: a Theoretical Perspective", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 740-742.