You’Re One in a Million: Strict Uniqueness of Mass-Customized Products

This paper advances our understanding of mass customization by examining the role of product uniqueness. A series of field and online studies show that strict uniqueness feedback and strict uniqueness blocking increase consumers’ product valuation. The effect is driven by perceived exclusivity and is attenuated by solution space transparency.


Pia Burghartz, Emanuel de Bellis, Franziska Krause, Nikolaus Franke, and Gerald Häubl (2020) ,"You’Re One in a Million: Strict Uniqueness of Mass-Customized Products", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 857-862.


Pia Burghartz, University of St. Gallen, Switzerland
Emanuel de Bellis, University of St. Gallen, Switzerland
Franziska Krause, EBS University of Business and Law
Nikolaus Franke, WU Vienna
Gerald Häubl, University of Alberta, Canada


NA - Advances in Consumer Research Volume 48 | 2020

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