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.
Citation:
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.
Authors
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
Volume
NA - Advances in Consumer Research Volume 48 | 2020
Share Proceeding
Featured papers
See MoreFeatured
A Simple Step to Go Beyond Present: How Visual Entropy Cues Influence Temporal Focus and Consumer Behavior
Gunes Biliciler-Unal, University of Texas at Austin, USA
Raj Raghunathan, University of Texas at Austin, USA
Adrian Ward, University of Texas at Austin, USA
Featured
Priming & Privacy: How Subtle Trust Cues Online Affect Consumer Disclosure and Purchase Intentions
James A Mourey, DePaul University, USA
Ari Waldman, New York Law School
Featured
“But, will you think it's important to use mouthwash?” How Visual Communication of a Set Impacts Perceived Set Completeness and Item Importance
Miaolei (Liam) Jia, University of Warwick, United Kingdom
Xiuping Li, National University of Singapore, Singapore
aradhna krishna, University of Michigan, USA