The Downside of Product Bundle Customization

Contrary to the general belief that customization yields benefits, we document a novel downside of customization in the context of product bundling. We show that consumers evaluate self-customized bundles less favorably than store-generated bundles. Seven studies show that this effect manifests in different types of evaluative and behavioral measures.


Jennifer Seokhwa Hong, Andrea Bonezzi, and Tom Meyvis (2019) ,"The Downside of Product Bundle Customization", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 627-628.


Jennifer Seokhwa Hong, Seattle University, USA
Andrea Bonezzi, New York University, USA
Tom Meyvis, New York University, USA


NA - Advances in Consumer Research Volume 47 | 2019

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