Personalizing the customization experience : a matching theory of mass customization interfaces and cultural information processing

Mass customization interfaces typically guide consumers through the configuration process in a sequential manner, focusing on one product attribute after the other. What if this standardized customization experience were personalized for consumers on the basis of how they process information? A seri...

Full description

Saved in:
Bibliographic Details
Main Authors: de Bellis, Emanuel, Hildebrand, Christian, Ito, Kenichi, Herrmann, Andreas, Schmitt, Bernd
Other Authors: School of Social Sciences
Format: Article
Language:English
Published: 2020
Subjects:
Online Access:https://hdl.handle.net/10356/144836
Tags: Add Tag
No Tags, Be the first to tag this record!
Institution: Nanyang Technological University
Language: English
id sg-ntu-dr.10356-144836
record_format dspace
spelling sg-ntu-dr.10356-1448362023-03-05T15:32:16Z Personalizing the customization experience : a matching theory of mass customization interfaces and cultural information processing de Bellis, Emanuel Hildebrand, Christian Ito, Kenichi Herrmann, Andreas Schmitt, Bernd School of Social Sciences Social sciences::Psychology Choice Architecture Cross-cultural Marketing Mass customization interfaces typically guide consumers through the configuration process in a sequential manner, focusing on one product attribute after the other. What if this standardized customization experience were personalized for consumers on the basis of how they process information? A series of large-scale field and experimental studies, conducted with Western and Eastern consumers, shows that matching the interface to consumers’ culture-specific processing style enhances the effectiveness of mass customization. Specifically, presenting the same information isolated (by attribute) to Western consumers but contextualized (by alternative) to Eastern consumers increases satisfaction with and likelihood of purchasing the configured product, along with the amount of money spent on the product. These positive consumer responses emerge because of an increase in “interface fluency”—consumers’ subjective experience of ease when using the interface. The authors advise firms to personalize the customization experience by employing processing-congruent interfaces across consumer markets. Accepted version 2020-11-26T08:30:49Z 2020-11-26T08:30:49Z 2019 Journal Article de Bellis, E., Hildebrand, C., Ito, K., Herrmann, A., & Schmitt, B. (2019). Personalizing the customization experience : a matching theory of mass customization interfaces and cultural information processing. Journal of Marketing Research, 56(6), 1050-1065. doi:10.1177/0022243719867698 0022-2437 https://hdl.handle.net/10356/144836 10.1177/0022243719867698 6 56 1050 1065 en Journal of Marketing Research Emanuel de Bellis, Christian Hildebrand, Kenichi Ito, Andreas Herrmann, and Bernd Schmitt, Personalizing the customization experience : a matching theory of mass customization interfaces and cultural information processing, Journal of Marketing Research (vol. 56 and iss. 6) pp. 1050-1065. Copyright © 2019 American Marketing Association. DOI: 10.1177/0022243719867698. application/pdf
institution Nanyang Technological University
building NTU Library
continent Asia
country Singapore
Singapore
content_provider NTU Library
collection DR-NTU
language English
topic Social sciences::Psychology
Choice Architecture
Cross-cultural Marketing
spellingShingle Social sciences::Psychology
Choice Architecture
Cross-cultural Marketing
de Bellis, Emanuel
Hildebrand, Christian
Ito, Kenichi
Herrmann, Andreas
Schmitt, Bernd
Personalizing the customization experience : a matching theory of mass customization interfaces and cultural information processing
description Mass customization interfaces typically guide consumers through the configuration process in a sequential manner, focusing on one product attribute after the other. What if this standardized customization experience were personalized for consumers on the basis of how they process information? A series of large-scale field and experimental studies, conducted with Western and Eastern consumers, shows that matching the interface to consumers’ culture-specific processing style enhances the effectiveness of mass customization. Specifically, presenting the same information isolated (by attribute) to Western consumers but contextualized (by alternative) to Eastern consumers increases satisfaction with and likelihood of purchasing the configured product, along with the amount of money spent on the product. These positive consumer responses emerge because of an increase in “interface fluency”—consumers’ subjective experience of ease when using the interface. The authors advise firms to personalize the customization experience by employing processing-congruent interfaces across consumer markets.
author2 School of Social Sciences
author_facet School of Social Sciences
de Bellis, Emanuel
Hildebrand, Christian
Ito, Kenichi
Herrmann, Andreas
Schmitt, Bernd
format Article
author de Bellis, Emanuel
Hildebrand, Christian
Ito, Kenichi
Herrmann, Andreas
Schmitt, Bernd
author_sort de Bellis, Emanuel
title Personalizing the customization experience : a matching theory of mass customization interfaces and cultural information processing
title_short Personalizing the customization experience : a matching theory of mass customization interfaces and cultural information processing
title_full Personalizing the customization experience : a matching theory of mass customization interfaces and cultural information processing
title_fullStr Personalizing the customization experience : a matching theory of mass customization interfaces and cultural information processing
title_full_unstemmed Personalizing the customization experience : a matching theory of mass customization interfaces and cultural information processing
title_sort personalizing the customization experience : a matching theory of mass customization interfaces and cultural information processing
publishDate 2020
url https://hdl.handle.net/10356/144836
_version_ 1759854792793915392