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.
Citation:
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.
Authors
Jennifer Seokhwa Hong, Seattle University, USA
Andrea Bonezzi, New York University, USA
Tom Meyvis, New York University, USA
Volume
NA - Advances in Consumer Research Volume 47 | 2019
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