volume 118, issue 2, P510-526 2016
DOI: 10.1177/0033294116637730
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Abstract: Existing research on personalization has found that consumers generally prefer personalized products over standardized ones. This study argued that consumer preference for personalized products is dependent on purchasing context and reversibility of choice. Results of an experiment conducted in this study found that consumers preferred personalized products when purchasing an item for personal use but preferred standardized products when purchasing an item as a gift. However, the effects of purchasing context …

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