Dorn, Michael Hans; Messner, Claude; Brügger, Adrian (1 October 2015). A double-edged sword: How perceived variety and perceived choice difficulty jointly determine consumers’ satisfaction with a customized product. In: North American Conference of the Association for Consumer Research. New Orleans, USA. 01.-04.10.2015.
High variety assortments are a double-edged sword. On one hand perceiving large variety is attractive, on the other hand choosing from it can cause perceived choice difficulty. Using mass-customizations tools our two studies show how both antipodal processes jointly determine consumers’ satisfaction with the customized product.
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, Messner, Claude Mathias, Gadient-Brügger, Adrian |
Subjects: |
600 Technology > 650 Management & public relations |
Language: |
English |
Submitter: |
Michael Hans Dorn |
Date Deposited: |
18 Aug 2015 16:29 |
Last Modified: |
05 Dec 2022 14:48 |
URI: |
https://boris.unibe.ch/id/eprint/70930 |
Actions (login required)
 |
Edit item |