Skip to main content

Mass-customised products: are they bought for uniqueness or to overcome problems with standard products?

Buy Article:

$22.79 plus tax (Refund Policy)

Through mass customisation, firms can offer individualised products at little additional cost, which has prompted extensive research into the supply side but less investigation of consumer attitudes. Customers' willingness to pay more for mass-customised products may depend on their desire for unique products and use of such products in their self-presentations. It also may reflect their avoidance of the negative attributes of standardised, off-the-shelf products. These positive and negative motivations do not necessarily correlate, which suggests a segmentation approach. In addition to these main effects, the proposed model includes suggested antecedents derived from extant literature. In tests of the conceptual model, a large sample of real-world consumers confirm the main hypotheses, indicating the existence of four customer segments, each with a distinct attitude toward customised products. The results also extend mass-customisation theory and provide valuable insights to marketers for ways to optimise decisions and add mass customised products to their product assortments.
No Reference information available - sign in for access.
No Citation information available - sign in for access.
No Supplementary Data.
No Data/Media
No Metrics


Document Type: Research Article

Publication date: 2009-12-01

More about this publication?
  • Access Key
  • Free content
  • Partial Free content
  • New content
  • Open access content
  • Partial Open access content
  • Subscribed content
  • Partial Subscribed content
  • Free trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more