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)


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


600 Technology > 650 Management & public relations




Michael Hans Dorn

Date Deposited:

09 Jan 2014 11:16

Last Modified:

05 Dec 2022 14:27


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