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  1. Mass or Only "Niche Customization"? Why We Should Interpret Configuration Toolkits as Learning Instruments

    Franke, Nikolaus; Hader, Christopher
    In order to configure individual products according to their own preferences, customers are required to know what they want. While most research simply assumes that consumers have sufficient preference insight to do so, a number of psychologically oriented scholars have recently voiced serious concerns about this assumption. They argue that decades of consumer behavior research have shown that most consumers in most product categories lack this knowledge. Not knowing what one wants means being unable to specify what one wants¿and therefore, they conclude, the majority of customers are unable to use configuration toolkits in a meaningful way. In essence, this...
    (application/pdf) - 18-oct-2016

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