To Each His Own? How Comparisons to Others Influence Consumer Self-Design

C. Page Moreau, University of Colorado at Boulder, USA
Kelly Herd, University of Colorado at Boulder, USA
The majority of consumer behavior research has examined how consumers respond to products that are offered on a “take it or leave it” basis by the manufacturer. Self-design changes the rules substantially, allowing consumers to have much more control over the product’s characteristics. This research examines the factors influencing consumers’ evaluations of self-designed aesthetic products and their behaviors during and following the self-design experience. Three studies demonstrate that a superior fit between consumers’ underlying preferences and their customized products cannot fully explain self-design evaluations.
[ to cite ]:
C. Page Moreau and Kelly Herd (2010) ,"To Each His Own? How Comparisons to Others Influence Consumer Self-Design", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 102-106 .