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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

D7. ‘That’s (Not) My Business’: Examining Behavior, Interactions and Implications of Consumer Brand Advocates and Brand Adversaries in Social Media

Marcus Opitz, University of Vienna
Sabine Einwiller, University of Vienna

Read More

Featured

The Asymmetry between Time and Money Compensation effect when feeling Scarcity: Time helps the Money Poor, but Money doesn’t help the Time Poor

Jane So, University of Washington, USA
Nidhi Agrawal, University of Washington, USA

Read More

Featured

When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions

Marlene Vock, Amsterdam Business School, University of Amsterdam
Adrian Ward, University of Texas at Austin, USA
Margaret C. Campbell, University of Colorado, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.