For You Or For Me? How the Intended Recipient Influences the Customization Experience and Valuations of Customized Products

Leff Bonney, Florida State, USA
Kelly Herd, University of Colorado, USA
C. Page Moreau, University of Colorado at Boulder, USA
In two studies, we examine consumers’ reactions to customized products and show that the intended recipient (self or other) influences expectations, emotions, satisfaction and willingness to pay. The studies also examine whether factors under the firm’s control (e.g., design support and brand) are differentially effective depending on the recipient.
[ to cite ]:
Leff Bonney, Kelly Herd, and C. Page Moreau (2011) ,"For You Or For Me? How the Intended Recipient Influences the Customization Experience and Valuations of Customized Products", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.