2009•SSRN Electronic JournalOpen access

Why Consumers are Wiling to Pay for Mass Customized Products: Dissociating Product and Experiental Value

Aurélie Merle, Jean‐Louis Chandon, Élyette Roux

Abstract

The aim of this twofold. First, we propose to conceptualize the perceived value of mass customization into two components: 1) mass-customized product value and 2) mass customization experience. Second, we test an integrative framework bringing together value components and willingness to pay for mass-customized products. As opposed to previous research, the findings show an indirect effect of mass customization experience on consumer willingness to pay. Furthermore, no direct effect is found.

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Key concepts: Mass customization, Willingness to pay, Value (mathematics), Product (mathematics), Marketing, Personalization, Business, Test (biology)