The ever-evolving world of online retail has enabled companies to use customization as an integral part of their business strategy, however new research shows customization influences product perception of consumers.
Anne-Kathrin Klesse from RSM, Yann Cornil and Darren Dahl from University of British Columbia Sauder and Nina Gros, a doctoral student at Maastricht University, wanted to find out how customers perceive products that they had customized. They discovered that allowing customers to customize a product means they will perceive what they created in line with how they see themselves. The results from the research provide important insights for companies that rely on customization as part of their business strategy, especially as these companies frequently encourage customers to share their creations to their social media networks.
Read about it on RSM Discovery: https://discovery.rsm.nl/articles/detail/409-why-customization-isnt-always-positive/
Read the full study “The Secret Ingredient Is Me: Customization Prompts Self-Image-Consistent Product Perceptions” in Journal of Marketing Research. https://journals.sagepub.com/doi/full/10.1177/0022243719846063
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RSM Discovery is a gateway for business leaders to access research by students and faculty of Rotterdam School of Management, Erasmus University — bridging the gap between academia and practical applications to address the challenges facing business and society today.
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