Live in Your World - Play in Ours: How Pre-Configurations Based on Preference Articulation Affect Consumer Product Configuration Processes
Firms face the challenge that product configurators are often perceived to be complex. This research proposes a novel format of product configuration that tackles these issues, specifically, providing consumers the opportunity to articulate their preferences and offering them an initial product configuration based on these articulated preferences.
Citation:
Daniel Boller, Tobias Schlager, and Andreas Herrmann (2016) ,"Live in Your World - Play in Ours: How Pre-Configurations Based on Preference Articulation Affect Consumer Product Configuration Processes", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 721-721.
Authors
Daniel Boller, University of St. Gallen, Switzerland
Tobias Schlager, University of St. Gallen, Switzerland
Andreas Herrmann, University of St. Gallen, Switzerland
Volume
NA - Advances in Consumer Research Volume 44 | 2016
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