Several scholars have proposed personalization models based on product variety breadth and the intensity of customer–firm interaction with a focus on marketing strategies ranging from basic product versioning to customerization and reverse marketing. However, some studies have shown that the explosion of product variety may generate information overload. Moreover, customers are highly heterogeneous in willingness and ability to interact with firms in personalization processes. This often results in consumer confusion and wasteful investments. To address this problem, we propose a conceptual framework of e-customer profiling for interactive personalization by distinguishing content (that is, expected customer benefits) and process (that is, expected degree of interaction) issues.The framework focuses on four general dimensions suggested by previous research as significant drivers of online customer heterogeneity: VALUE, KNOWLEDGE, ORIENTATION, and RELATIONSHIP QUALITY. We also present a preliminary test of the framework and derive directions for customer relationship management and future research.

This is the accepted version of the paper.This version of the publication may differ from the final published version. Permanent repository link VISUAL AND CONCEPTUAL DIMENSIONS IN LOGO EVALUATION ACROSS EXPOSURES AbstractThis research investigates the effects of visual and conceptual complexity on brand logo evaluations at single and multiple exposures. Building upon the theoretical distinction between visual and conceptual constructs and on a processing fluency account it is proposed that the effects of visual complexity and conceptual complexity on attitude toward the logo change across exposures following opposite patterns, and are driven by the mechanisms of perceptual fluency and conceptual fluency, respectively. The results of a hybrid experimental study suggest that the initially positive effect of visual complexity on attitude toward the logo becomes negative with multiple exposures, whereas the initially negative effect of conceptual complexity on attitude toward the logo becomes positive as exposures increase. The findings contribute to research on consumer reactions to the visual elements of brands, and offer guidelines to brand managers and logo designers for leveraging on visual and conceptual complexity, as well as the number of exposures, in order to raise the attractiveness of logos.

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This study introduces and defines a novel color family-au naturel colors-and proposes that featuring these hues on product packaging enhances consumer willingness to pay (WTP) for healthy food products, but not for unhealthy food products. This effect occurs irrespective of the fit between the colors of the product and of the packaging, and of the color lightness or saturation. Perceptions of product authenticity mediate the relationship between au naturel colors packaging and consumer WTP for the product.The results of seven studies provide support for the proposed conceptual framework, contributing to the literature on consumer responses to colors and packaging features, and allowing to draw implications for the marketing of healthy food products.