Inspirational Personalization: Abstract and Concrete Levels of Personalization
Using an extensive field study in furniture retailing, we compare the effectiveness of abstract and concrete messages for active and passive personalization in stimulating consumer response. Results suggest that abstract messages are more effective for active than passive personalization. This effect is qualified by the message’s fit to consumers’ preferences.
Citation:
Tim Boettger, Oliver Emrich, Leonard Lee, and Thomas Rudolph (2014) ,"Inspirational Personalization: Abstract and Concrete Levels of Personalization", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 773-773.
Authors
Tim Boettger, University of St. Gallen, Switzerland
Oliver Emrich, University of St. Gallen, Switzerland
Leonard Lee, National University of Singapore, Singapore
Thomas Rudolph, University of St. Gallen, Switzerland
Volume
NA - Advances in Consumer Research Volume 42 | 2014
Share Proceeding
Featured papers
See MoreFeatured
How Categories Transform Markets through Non-Collective, Non-Strategic Collaboration
Pierre-Yann Dolbec, Concordia University, Canada
Shanze Khan, Concordia University, Canada
Featured
The "Healthy=Lighter" Heuristic
Nico Heuvinck, IESEG School of Management
Yi Li, Macquarie University
Mario Pandelaere, Virginia Tech, USA
Featured
A10. Opting Opt-in or Out? Effects of Defaults on Perceived Control and Valuation of Personal Data
Iris van Ooijen, University of Twente