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.
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.
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
E - European Advances in Consumer Research Volume 11 | 2018
Featured papersSee More
Shared Values, Trust, and Consumers’ Deference to Experts
Samuel Johnson, University of Bath, UK
Max Rodrigues, DePaul University, USA
David Tuckett, University College London
N8. Effect of Awe on Collectable Consumer Experience
Eujin Park, Washington State University, USA
Andrew Perkins, Washington State University, USA
Betsy Howlett, Washington State University, USA
I10. Can Body Size Influence the Judgments of Warmth and Competence?
Trang Thanh Mai, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Luming Wang, University of Manitoba, Canada