The choice between uniqueness and conformity in mass customization

Zaggl, Michael A.; Hagenmaier, Markus A.; Raasch, Christina

doi:10.1111/radm.12327

Cited by 20 publications

(29 citation statements)

References 56 publications

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“…Furthermore, customization strategy can not only satisfy the aforementioned consumers’ rational demands but also the emotional demands. For instance, consumers can also benefit, as customization provides a sense of accomplishment [ 5 ], process enjoyment [ 14 , 17 ], unique need satisfaction [ 3 , 18 , 19 ], control perception [ 20 ] and self-image expression [ 11 ].…”

Section: Conceptual Framework and Hypothesesmentioning

confidence: 99%

How Consumer Expertise Influences Preference for Customized Food

Liao

Peng

2022

Foods

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The strategy of food customization has increasingly aroused widespread interest among marketing managers and scholars, but most of them focus on the direct effect of customization on purchase intention. According to the research on self-image-consistent product perceptions, customization may also have an indirect amplification effect. Current research finds food customization will prompt individuals to incorporate their expertise in their perceptions of focal product attributes (taste perception). The findings of two studies demonstrate that food customization and consumer expertise have an interaction effect on consumers’ purchase intention. Specifically, consumers with higher (lower) expertise prefer customized food (standard food). Consumers’ taste perception mediates the interaction effect between food customization and consumer expertise on purchase intention. Finally, these findings provide guidance for marketing managers to adopt customized strategies.

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Section: Conceptual Framework and Hypothesesmentioning

confidence: 99%

How Consumer Expertise Influences Preference for Customized Food

Liao

Peng

2022

Foods

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“…The evolving nature of these products is disrupting supply and demand chains, forcing organisations to reconsider and reconfigure almost everything they do traditionally. These products create a new set of strategic decisions on how to create and capture value (Kim, Park, & Choi 2017;Zaggl, Hagenmaier, & Raasch 2019), how to use and manage the vast amount of new and sensitive data they generate (Balaji & Roy 2017;Tao et al 2018;Zhang et al 2019;Aheleroff et al 2020), how to redefine relationships with traditional business partners such as suppliers (Sheth 2019) and what role organisation should play as industry borders are expanded (Porter & Heppelmann 2014). The net impact of these products on the structure of industries varies from industry to industry, but different perspectives can be categorised (Kumar, Gattoufi, & Reisman 2007).…”

Section: /34mentioning

confidence: 99%

Towards Mass Individualisation: setting the scope and industrial implication

Sikhwal¹,

Childs²

2021

Des. Sci.

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Within the last few years, a need for renewed product personalisation has been observed in some markets such as consumer electronics, fashion to meet the exact demands of the customers. Product customisation emphasises the fulfilment of explicit requirements of a defined market segment, but product individualisation targets at satisfying the particular needs of a customer. Mass Individualisation (MI) is a new product design approach comprising of an open hardware platform and multiple modules to be integrated with the platform. It gives freedom to end-users to integrate different modules into the platform as per their choice. Technological and strategic integration of all actors involved in the design process is the primary focus of this research. This paper identifies key areas which need to be focussed on to realise this approach and convert it into an industrial practice by an explorative study of existing product design and customisation approaches. An industrial survey was conducted, and results for the industrial implication and insights on this approach are presented. The findings show that the end product from product design for MI will be more creative and innovative by the networking of all actors, and offers more individualised and technologically advanced products.

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“…Moreover, hedonic versus utilitarian products might drive different conclusions if applied in our paper’s setting. In a lab experiment, Zaggl et al (2019) contributed to toolkits and mass customization research by demonstrating how the level of uniqueness or conformity of a product customized by consumers depends upon the perceived hedonic versus utilitarian benefits of that product’s attributes. In their study, consumers looked for conformity when customizing attributes with utilitarian benefits compared to their inclination for uniqueness in attributes with hedonic benefits, with both consumers’ need for uniqueness and product involvement as two moderators of this study.…”

Section: Conclusion and Future Research Directionsmentioning

confidence: 99%

Co-production or DIY: an analytical model of consumer choice and social preferences

Dargahi

Namin

Ketron

2020

JPBM

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Purpose The purpose of this paper is to demonstrate how consumers choose among three different options offered by a firm in a monopolistic setting, namely, to buy a standard product with a non-customizable design, to ask the firm to customize a product using the consumer’s ideal design or to do the entire design task by themselves. The authors also investigate how social preference intensity and the possibility of reselling a product influence a consumer’s decision. Design/methodology/approach The authors develop an analytical (game theoretical) consumer choice framework and incorporate a psychological factor into the model. The authors also empirically validate the analytical findings using simulations. Findings The authors find that as social preference intensity increases, the number of co-producers can either decrease or increase. The authors offer a closed-form solution and interval graphs showing that when the setup price is large (small), the proportion of the market that chooses to do-it-yourself (DIY) is large (small) and an increase in social preference intensity leads to a decrease (increase) in co-production. Originality/value This is the first paper to incorporate a social factor into an economic model in a consumer behavior setting. It is also the first paper to explain how customers’ preferences among possible options, such as DIY (without the firm’s help), co-production (with the firm’s help) and a standard product might change while considering other people’s preferences, as well as given associated costs.

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The choice between uniqueness and conformity in mass customization

Cited by 20 publications

References 56 publications

How Consumer Expertise Influences Preference for Customized Food

How Consumer Expertise Influences Preference for Customized Food

Towards Mass Individualisation: setting the scope and industrial implication

Co-production or DIY: an analytical model of consumer choice and social preferences

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