Sequential overchoice in product customization

Dorn, Michael Hans; Brügger, Adrian; Messner, Claude (3 October 2013). Sequential overchoice in product customization. In: North American Conference of the Association for Consumer Research 2013. Chicago, USA. 03.-06.10.2013.

The present study demonstrates how consumers can suffer from sequential overchoice. Customizing a tailor-made suit from combined-attribute choices (e.g., deciding on color and fabric in combination) leads to less satisfaction, more information overload, and less additional consumption than customizing it from single-attribute choices (e.g., deciding on color, then on fabric).

Item Type:

Conference or Workshop Item (Poster)

Division/Institute:

03 Faculty of Business, Economics and Social Sciences > Department of Business Management > Institute of Innovation Management > Consumer Behavior

UniBE Contributor:

Dorn, Michael Hans; Brügger, Adrian and Messner, Claude Mathias

Subjects:

600 Technology > 650 Management & public relations

Language:

English

Submitter:

Michael Hans Dorn

Date Deposited:

09 Jan 2014 11:16

Last Modified:

19 Feb 2019 12:09

URI:

https://boris.unibe.ch/id/eprint/39425

Actions (login required)

Edit item Edit item
Provide Feedback