Product Customization Via Starting Solutions

Three field and three lab studies show that partitioning consumer product customization processes into two stages – (1) choosing a “starting solution” and (2) refining that starting solution to create the final self-designed product – stimulates mental simulation of product use, promotes the choice of more feature-rich products, and enhances product satisfaction.


Christian Hildebrand, Andreas Herrmann, and Gerald Häubl (2013) ,"Product Customization Via Starting Solutions", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research, Pages: .


Christian Hildebrand, University of St. Gallen, Switzerland
Andreas Herrmann, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada


NA - Advances in Consumer Research Volume 41 | 2013

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