How Cultural Identity Drives the Effectiveness of Mass Customization

Mass customization is globally widespread, but most interfaces were developed for Western consumers who process information analytically. A large-scale field study and three cross-cultural experiments show that a congruence between the interface and consumers’ culture-specific processing style increases their mental simulation of and their satisfaction with the configured product.


Emanuel de Bellis, Christian Hildebrand, Kenichi Ito, Andreas Herrmann, and Bernd Schmitt (2017) ,"How Cultural Identity Drives the Effectiveness of Mass Customization", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 31-35.


Emanuel de Bellis, University of St. Gallen, Switzerland
Christian Hildebrand, University of Geneva, Switzerland
Kenichi Ito, Nanyang Technological University, Singapore
Andreas Herrmann, University of St. Gallen, Switzerland
Bernd Schmitt, Columbia University, USA


NA - Advances in Consumer Research Volume 45 | 2017

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