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.


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.


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


NA - Advances in Consumer Research Volume 47 | 2019

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