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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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
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Institution: Nanyang Technological University
Language: English