Consumer Responses to the Mass-Customization of Product Aesthetics

Ruth Mugge, Delft University of Technology, the Netherlands
Frédéric Brunel, Boston University, USA
Jan Schoormans, Delft University of Technology, the Netherlands
This research investigates the psychological processes underlying consumer responses to the mass-customization of product aesthetics. Respondents were presented with a website that allowed for different extents of functional and aesthetic mass-customization. Also, we manipulated the social setting in which the product was used. Our findings suggest that customizing a product’s functional features enhances its functional value, whereas aesthetic mass-customization increases the product’s self-expressive value. Both the product’s functional and self-expressive value positively affect purchase intention, whereas the perceived complexity of the task has a negative effect. Finally, public consumption enhances the self-expressive value of visually customized products.
[ to cite ]:
Ruth Mugge, Frédéric Brunel, and Jan Schoormans (2010) ,"Consumer Responses to the Mass-Customization of Product Aesthetics", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 624-625 .