Sequential Overchoice in Product Customization

The present study demonstrates how consumers can suffer from sequential overchoice. Customizing a tailor-made suit from combined-attribute choices (e.g., deciding on color and fabric in combination) leads to less satisfaction, more information overload, and less additional consumption than customizing it from single-attribute choices (e.g., deciding on color, then on fabric).


Michael Dorn, Adrian Brügger, and Claude Messner (2013) ,"Sequential Overchoice in Product Customization", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.


Michael Dorn, University of Bern, Switzerland
Adrian Brügger, University of Bern, Switzerland
Claude Messner, University of Bern, Switzerland


NA - Advances in Consumer Research Volume 41 | 2013

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