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...
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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 |
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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 |
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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. |
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School of Social Sciences |
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School of Social Sciences de Bellis, Emanuel Hildebrand, Christian Ito, Kenichi Herrmann, Andreas Schmitt, Bernd |
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Article |
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de Bellis, Emanuel Hildebrand, Christian Ito, Kenichi Herrmann, Andreas Schmitt, Bernd |
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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 |
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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 |
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2020 |
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https://hdl.handle.net/10356/144836 |
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