Marketing Mass-Customized Products: Striking a Balance between Utility and Complexity

By Benedict G. C. Dellaert, Stefan Stremersch. 2005

437 citations recorded by the source corpus.

Subfields: Management of Technology and Innovation, Marketing

View Paper: https://www.semanticscholar.org/paper/b7ac855cdf5a106d58795cbf52d2d7c77d54af47

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In Management of Technology and Innovation

In Marketing

Citations in the corpus

Overcoming Mass Confusion: Collaborative Customer Co-Design in Online Communities (2005, background): “Consequently, users may turn away from the freedom to choose options and decide for the standard (or starting) solution offered by a toolkit (Dellaert & Stremersch, 2005) or they may even frown and turn their back completely.”
Decision Difficulty in the Age of Consumer Empowerment (2014, background): “When faced with greater complexity in customization , for example, consumers may opt for a standard solution (Dellaert & Stremersch, 2005) or may rely increasingly on default options in selecting attributes (Levav, Heitmann, Herrmann, & Iyengar, 2010).”
Bolstering and restoring feelings of competence via the IKEA effect (2012, background): “When consumers are involved in the production of a good and can customize it to their tastes, the good is more likely to meet their needs (Dellaert & Stremersch, 2005; Franke, Keinz, & Steger, 2009; Franke & Piller, 2004; Randall, Terwiesch, & Ulrich, 2007; Schreier, 2006; Simonson, 2005).”
The "I Designed It Myself" Effect in Mass Customization (2010, background): “Huffman and Kahn (1998), for example, suggest that “some consumers may ﬁnd learning their preferences about a product to be fun” (p. 509), and Dellaert and Stremersch (2005) presume that consumers might “enjoy mass customizing a product” (p. 226).”
Why Customers Value Mass-customized Products: The Importance of Process Effort and Enjoyment (2010, positive): “Huffman and Kahn (1998, p. 509), for example, suggest that ‘‘some consumers may ﬁnd learning their preferences about a product to be fun,’’ and Dellaert and Stremersch (2005, p. 226) presume that consumers might ‘‘enjoy mass customizing a product.’’”
Determinants of e-repurchase intentions: An integrative model of quadruple retention drivers (2007, background): “Furthermore, Dellaert and Stremersch [ 14 ] suggested that customers attach a higher utility to products, services, and the transactional environment when they feel it is personalized for them.”
Insights and New Directions from Demand-Side Approaches to Technology Innovation, Entrepreneurship, and Strategic Management Research (2012, background): “…relationships (e.g., Payne & Frow, 2005), offering consumers “one-stop” shopping (e.g., Messinger & Narasimhan, 1997), or providing the opportunity to customize a product before purchase (labeled “mass customization”; Dellaert & Stremersch, 2005) all could support business-level strategies.”
Digital marketing: A framework, review and research agenda (2017, positive): “Dellaert and Stremersch (2005) examined the tradeoff between mass customization utility and complexity in the design of menus, and found that mass customization configurations have higher utility for customers with expertise than for customers with low product expertise and complexity had lower nega”
Emotional bonding with personalised products (2009, background): “As the effort invested increases, so will the perceived complexity of the task and, consequently, the possibility that people become confused (Huffman and Kahn 1998 , Dellaert and Stremersch 2005 ).”
Retailer Pricing and Competitive Effects (2009, neutral): “Also,whiletheremay beincreasedcomplexityinproductcustomization,consumersin anexperimentalsettingaremorewillingtoacceptthecomplex-ityofamasscustomizationconﬁgurationiftheconﬁguration allowsthemtoachieveahigherproductutility(Dellaertand Stremersch2005).”