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, Gadient-Brügger, Adrian, 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: |
05 Dec 2022 14:27 |
URI: |
https://boris.unibe.ch/id/eprint/39425 |
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