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You'Re One in a Million: Strict Uniqueness of Mass-Customized Products

Advances in Consumer Research, 2020, Vol.48, p.857 [Peer Reviewed Journal]

Copyright Association for Consumer Research 2020 ;ISSN: 0098-9258

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  • Title:
    You'Re One in a Million: Strict Uniqueness of Mass-Customized Products
  • Author: Burghartz, Pia ; de Bellis, Emanuel ; Krause, Franziska ; Franke, Nikolaus ; Häubl, Gerald
  • Subjects: Automation ; Consumers ; Customers ; Feedback
  • Is Part Of: Advances in Consumer Research, 2020, Vol.48, p.857
  • Description: In a research, Franke et al investigate extensions of mass customization (MC) systems that highlight the uniqueness of a configured product. It examines the behavioral consequences of informing consumers that they are the first ever to have created a particular product configuration (strict uniqueness feedback) and in addition assuring that this product configuration will remain unique (strict uniqueness blocking). Past research has identified preference fit and process-related benefits as sources of consumer value in MC systems. Their findings shed light on the role of product uniqueness as a value-generating force in MC systems. They conceptualize a strictly unique product as a product that is literally one of a kind - a combination of features that exists only once. This expands their understanding of the construct of product uniqueness, and of how consumers respond to it, beyond products that are merely rare but not strictly unique. Whereas prior research focused on non-automated social feedback, their findings reveal that automated feedback on strict product uniqueness can be a significant driver of consumer value.
  • Publisher: Urbana: Association for Consumer Research
  • Language: English
  • Identifier: ISSN: 0098-9258
  • Source: Alma/SFX Local Collection
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