Quotation Franke, Nikolaus and Schreier, Martin. 2008. Product uniqueness as a driver of customer utility in mass customization. Marketing Letters 19 (2), 93-107.




Mass customization (MC) constitutes a promising strategy for companies which aim to provide products which are better adapted to individual customers' aesthetic and functional preferences. Drawing on commodity theory, we argue that the perceived uniqueness of a self-designed product is a second driver of utility in MC. We find that in addition to the significant effect of aesthetic and functional fit, the perceived uniqueness of a self-designed product (1) contributes independently to the utility a customer experiences, and (2) that this effect is moderated by the consumer's need for uniqueness. In product categories which can serve this counterconformity motive for consumers, this suggests that MC toolkits should be constructed with the objective of facilitating the creation of unique products as well as providing affirmative feedback that this uniqueness has been achieved.


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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Marketing Letters
Citation Index SSCI
WU Journalrating 2009 A
WU-Journal-Rating new MAR-A, STRAT-B, WH-B
Language English
Title Product uniqueness as a driver of customer utility in mass customization
Volume 19
Number 2
Year 2008
Page from 93
Page to 107
Reviewed? Y
URL http://link.springer.com/article/10.1007/s11002-007-9029-7
DOI http://dx.doi.org/10.1007/s11002-007-9029-7


Franke, Nikolaus (Details)
Schreier, Martin (Details)
Institute for Entrepreneurship and Innovation IN (Details)
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