Contingent Response to Self-Customization Procedures: Implications for Decision Satisfaction and Choice

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Decision Difficulty in the Age of Consumer Empowerment (2014, background): “Such attribute-wise customization has been shown to decrease decision difficulty by reducing information and making tradeoffs less explicit (Huffman & Kahn, 1998; Valenzuela et al., 2009).”
Understanding the do-it-yourself consumer: DIY motivations and outcomes (2011, background): “Customized products can generate greater benefits for customers than mass marketed products because they deliver a better fit to customers’ preferences (Franke et al. 2009; Simonson 2005; Schreier 2006), although customization still is traded off against quality and price (Valenzuela et al. 2009).”