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

• 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: Social sciences::Psychology; Choice Architecture; Cross-cultural Marketing
• Online Access: https://hdl.handle.net/10356/144836
• Institution: Nanyang Technological University

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...