Being and Staying the Only One: Creating Value Through Uniqueness in Mass Customization
Product uniqueness is an essential driver of the effectiveness of mass customization. A series of field and lab experiments reveals that uniqueness feedback, ensuring the current and future uniqueness of the mass-customized product, creates value for consumers and firms.
Citation:
Nikolaus Franke, Franziska Metz, Pia Burghartz, Emanuel de Bellis, Gerald Häubl, and Ilse-Maria Klanner (2019) ,"Being and Staying the Only One: Creating Value Through Uniqueness in Mass Customization", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 559-560.
Authors
Nikolaus Franke, Wirtschafts University, Austria
Franziska Metz, EBS Universität für Wirtschaft und Recht, Germany
Pia Burghartz, University of St. Gallen, Switzerland
Emanuel de Bellis, University of St. Gallen, Switzerland
Gerald Häubl, University of Alberta, Canada
Ilse-Maria Klanner, TD Berlin, Germany
Volume
NA - Advances in Consumer Research Volume 47 | 2019
Share Proceeding
Featured papers
See MoreFeatured
H1. How Anthropomorphized Roles Influence Consumers' Attitude Towards Innovative Products
yuanqiong He, Huazhong University of Science and Technology, China
Zhou Qi, Huazhong University of Science and Technology, China
Featured
Psychological Reactions to Human Versus Robotic Job Replacement
Armin Granulo, Technical University of Munich
Christopher Fuchs, Technical University of Munich
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands
Featured
More than just a number: The negative effect of 100% claims
Nira Munichor, Bar-Ilan University
Liat Levontin, Technion University, Israel