2009•Unpublished venueRequires access

Why Consumers Are Willing to Pay for Mass Customized Products: Dissociating Product and Experiential Value

Aurélie Merle, Jean‐Louis Chandon, Élyette Roux

Abstract

AbstractThe aim of this paper is 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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OpenAlex reports 9 citations for this work. Citation counts describe recorded attention and do not establish research quality.

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Available abstract

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