A double-edged sword: How perceived variety and perceived choice difficulty jointly determine consumers’ satisfaction with a customized product

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 and Brügger, Adrian

Subjects:

600 Technology > 650 Management & public relations

Language:

English

Submitter:

Michael Hans Dorn

Date Deposited:

18 Aug 2015 16:29

Last Modified:

19 Feb 2019 11:58

URI:

https://boris.unibe.ch/id/eprint/70930

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