The role of idiosyncratic attribute evaluation in mass customization

Sanjay Puligadda · Rajdeep Grewal · Arvind Rangaswamy · Frank R. Kardes

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Product Development and Customization Consumer Behavior and Marketing Influence Consumer Market Behavior and Pricing

Abstract

Abstract The growing use of mass customization necessitates an understanding of consumers' evaluations of mass customization platforms. We hypothesize that consumers' objective and subjective knowledge of the customized product moderate the influence of idiosyncratically evaluated (i.e., personalizable) attributes on satisfaction with a customization platform. Consistent with our theoretical framework, results from three experiments show that offering greater variety in idiosyncratically evaluated attribute options increases consumers' satisfaction to a greater extent for: (1) novices than experts (2) consumers with more subjective knowledge, and (3) miscalibrated consumers whose subjective knowledge does not match their objective knowledge, than calibrated consumers whose subjective and objective knowledge match.

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References

1983Central and Peripheral Routes to Advertising Effectiveness: The Moderating Role of Involvement 1987Dimensions of Consumer Expertise 1988The Role of Involvement in Attention and Comprehension Processes 1985The Effects of Product Class Knowledge on Information Search Behavior 1992The weighing of evidence and the determinants of confidence 1980Effects of Prior Knowledge and Experience and Phase of the Choice Process on Consumer Decision Processes: A Protocol Analysis 1996The Evaluability Hypothesis: An Explanation for Preference Reversals between Joint and Separate Evaluations of Alternatives 1985Consumer Knowledge: Effects on Evaluation Strategies Mediating Consumer Judgments

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