To Each His Own? How Comparisons to Others Influence Consumer Self-Design
The majority of consumer behavior research has examined how consumers respond to products that are offered on a “take it or leave it” basis by the manufacturer. Self-design changes the rules substantially, allowing consumers to have much more control over the product’s characteristics. This research examines the factors influencing consumers’ evaluations of self-designed aesthetic products and their behaviors during and following the self-design experience. Three studies demonstrate that a superior fit between consumers’ underlying preferences and their customized products cannot fully explain self-design evaluations.
C. Page Moreau and Kelly Herd (2010) ,"To Each His Own? How Comparisons to Others Influence Consumer Self-Design", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 102-106 .
C. Page Moreau, University of Colorado at Boulder, USA
Kelly Herd, University of Colorado at Boulder, USA
NA - Advances in Consumer Research Volume 37 | 2010
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