TY - JOUR
T1 - The role of idiosyncratic attribute evaluation in mass customization
AU - Puligadda, Sanjay
AU - Grewal, Rajdeep
AU - Rangaswamy, Arvind
AU - Kardes, Frank R.
PY - 2010/7/1
Y1 - 2010/7/1
N2 - The growing use of mass customization necessitates an understanding of consumers' evaluations of mass customization platforms. We hypothesize that consumers' objective and subjective knowledge of the customized product moderate the influence of idiosyncratically evaluated (i.e., personalizable) attributes on satisfaction with a customization platform. Consistent with our theoretical framework, results from three experiments show that offering greater variety in idiosyncratically evaluated attribute options increases consumers' satisfaction to a greater extent for: (1) novices than experts (2) consumers with more subjective knowledge, and (3) miscalibrated consumers whose subjective knowledge does not match their objective knowledge, than calibrated consumers whose subjective and objective knowledge match.
AB - The growing use of mass customization necessitates an understanding of consumers' evaluations of mass customization platforms. We hypothesize that consumers' objective and subjective knowledge of the customized product moderate the influence of idiosyncratically evaluated (i.e., personalizable) attributes on satisfaction with a customization platform. Consistent with our theoretical framework, results from three experiments show that offering greater variety in idiosyncratically evaluated attribute options increases consumers' satisfaction to a greater extent for: (1) novices than experts (2) consumers with more subjective knowledge, and (3) miscalibrated consumers whose subjective knowledge does not match their objective knowledge, than calibrated consumers whose subjective and objective knowledge match.
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U2 - 10.1016/j.jcps.2010.04.003
DO - 10.1016/j.jcps.2010.04.003
M3 - Article
AN - SCOPUS:77955844009
SN - 1057-7408
VL - 20
SP - 369
EP - 380
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
IS - 3
ER -