Contingent Consumer Response to Self-Customization Procedures: Implications For Decision Satisfaction and Choice

Ana Valenzuela, Baruch College, CUNY, USA
Ravi Dhar, Yale University, USA
Florian Zettelmeyer, University of California at Berkeley, USA
Self-customization is the process by which consumers customize offerings to their own preferences. This paper investigates whether consumer responses change with the self-customization procedure. A series of studies allows self-customization in either a by-attribute or a by-alternative method. Results show that consumers tend to choose an intermediate option significantly more often when they customize a product using the by-attribute than the by-alternative method. In addition, by-attribute customization leads to lower levels of experienced difficulty, greater satisfaction and higher willingness to purchase the customized option. This decrease in experienced difficulty is not solely due to the reduction in information consideration but also due to less explicit tradeoffs among competing characteristics.
[ to cite ]:
Ana Valenzuela, Ravi Dhar, and Florian Zettelmeyer (2010) ,"Contingent Consumer Response to Self-Customization Procedures: Implications For Decision Satisfaction and Choice", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 69-72 .