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.



Citation:

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.

Authors

Alice Moon, Disney Research, USA
Maarten Bos, Disney Research, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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