The Negative Effect of Sharing Hedonic Customization Experiences on Satisfaction

Companies frequently allow consumers to customize products. We explore the effect of sharing one’s customization experience (with a friend) on satisfaction. Notably, the effect depends on the type of customization. Whereas sharing one’s experience (versus not sharing) decreases satisfaction for hedonic customization, it has no impact for utilitarian customization.



Citation:

Rocío Alarcón-López, Anne-Kathrin Klesse, Salvador Ruiz-de-Maya, and Inés López-López (2018) ,"The Negative Effect of Sharing Hedonic Customization Experiences on Satisfaction", in E - European Advances in Consumer Research Volume 11, eds. Maggie Geuens, Mario Pandelaere, and Michel Tuan Pham, Iris Vermeir, Duluth, MN : Association for Consumer Research, Pages: 281-281.

Authors

Rocío Alarcón-López, School of Business and Economics, University of Murcia, Spain
Anne-Kathrin Klesse, Rotterdam School of Management, The Netherlands
Salvador Ruiz-de-Maya, School of Business and Economics, University of Murcia, Spain
Inés López-López, School of Business and Economics, University of Murcia, Spain



Volume

E - European Advances in Consumer Research Volume 11 | 2018



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