Choosing Or Creating? Framing Choices As Design Processes Increases Perceived Customization of Products
Can a product decision be framed in ways that make consumers feel as though their product is customized for them, even when it’s not? We find that presenting decisions as multi-stage processes (versus simple choices) leads consumers to feel like they designed the product themselves, which then increases perceived customization.
Alice Moon and Maarten Bos (2017) ,"Choosing Or Creating? Framing Choices As Design Processes Increases Perceived Customization of Products", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 276-281.
Alice Moon, Disney Research, USA
Maarten Bos, Disney Research, USA
NA - Advances in Consumer Research Volume 45 | 2017
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