Consumer Responses to the Mass-Customization of Product Aesthetics

This research investigates the psychological processes underlying consumer responses to the mass-customization of product aesthetics. Respondents were presented with a website that allowed for different extents of functional and aesthetic mass-customization. Also, we manipulated the social setting in which the product was used. Our findings suggest that customizing a product’s functional features enhances its functional value, whereas aesthetic mass-customization increases the product’s self-expressive value. Both the product’s functional and self-expressive value positively affect purchase intention, whereas the perceived complexity of the task has a negative effect. Finally, public consumption enhances the self-expressive value of visually customized products.


Ruth Mugge, Frédéric Brunel, and Jan Schoormans (2010) ,"Consumer Responses to the Mass-Customization of Product Aesthetics", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 624-625 .


Ruth Mugge, Delft University of Technology, the Netherlands
Frédéric Brunel, Boston University, USA
Jan Schoormans, Delft University of Technology, the Netherlands


NA - Advances in Consumer Research Volume 37 | 2010

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