Option Framing and Product Feature Recommendations: Product Configuration and Choice

Herrmann, Andreas; Hildebrand, Christian; Sprott, David E.; Spangenberg, Eric R.

doi:10.1002/mar.20666

Cited by 12 publications

(19 citation statements)

References 41 publications

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“…This research makes several theoretical contributions. First, it bridges the gap between the domain of product customization and the emerging field of choice architecture (Goldstein et al 2008; Johnson et al 2012; Lamberton and Diehl 2013; Thaler and Sunstein 2008) while advancing prior work on option framing (Herrmann et al 2013; Park, Jun, and MacInnis 2000). Specifically, we introduce a novel choice architecture for consumers' product customization decisions— CvSS—as an alternative to the standard attribute-by-attribute format.…”

Section: Discussionmentioning

confidence: 99%

“…Prior research has examined the effects of either presenting people with a fully loaded alternative and asking them to remove options they do not want (“subtractive option framing”) or presenting them with the most basic alternative and asking them to add any options they desire (“additive option framing”) (Park, Jun, and MacInnis 2000). The result of such framing is that starting from a fully loaded (most basic) alternative leads to the choice of more (fewer) options (Herrmann et al 2013; Park, Jun, and MacInnis 2000), in line with reference dependence and loss aversion (Kahneman and Tversky 1984; Smith, Goldstein, and Johnson 2013). The initially presented alternative in a subtractive versus additive framing paradigm could be viewed as a starting solution.…”

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

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Product Customization via Starting Solutions

Hildebrand

Häubl

Herrmann

2014

Journal of Marketing Research

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Customizing a product by choosing each of its attributes individually tends to be onerous for consumers, and the benefits of product customization may thus be offset by an increase in choice complexity. As a remedy for this dilemma, the current research introduces the customization via starting solutions (CvSS) architecture, which substantially reduces the complexity of product customization while preserving all of its advantages. Under CvSS, consumers first select one starting solution from a set of prespecified products, which they then refine to create their final customized product. Evidence from nine studies (three of which were conducted in field settings) across a wide range of product domains (shirts, cars, vacation packages, jewelry, and financial products) shows that the CvSS architecture results in substantial benefits relative to the standard attribute-by-attribute product customization format for both consumers (increased satisfaction with their product choices, reduced choice complexity, and enhanced mental simulation of product use) and firms (purchases of more feature-rich, and thus higher-priced, products).

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Section: Discussionmentioning

confidence: 99%

Section: Theoretical Background and Hypothesesmentioning

confidence: 99%

Product Customization via Starting Solutions

Hildebrand

Häubl

Herrmann

2014

Journal of Marketing Research

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“…This is an aspect where consumers can modify their current situation according to their needs and wants (Sparks & Chung, 2016). CUST is a component that provides consumers with the ability to alter the position according to their preferences (Herrmann et al, 2013). CUST is an essential element and can provide usability, convenience, and improved performance (S. Kim et al, 2016).…”

Section: Perceived Cust Of Ai-powered Avatarmentioning

confidence: 99%

Let's play: Me and my AI‐powered avatar as one team

Butt

Ahmad

Goraya

et al. 2021

Psychology and Marketing

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Artificial intelligence (AI) tools have altered the gaming industry, thanks to their newly incepted functionalities, which have enhanced the consumer experience. Building on innovation diffusion theory, technology acceptance model, and flow theory, this study highlights an AI‐powered avatar concept. This study explores the roles of perceived easiness, usefulness, advantage, compatibility, enjoyment, customization, and interactivity in forming the gamers' intention to play with AI‐powered avatars. A survey data of 500 respondents from China having experience playing online video games is used to test the proposed hypotheses. The results offer significant support to the proposed relationships related to adopting an AI‐powered avatar and the consumers' psychological association with its adoption. Consequently, the results imply that AI‐powered avatars should allow gamers to customize, interact, and take assistance to move up levels with an enjoyable experience. Moreover, this study also suggests that digital technologies such as AI could be integrated into the gaming environment for a more pleasing and immersive experience.

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“…Second, the current work also contributes to prior research on product customization (Dellaert and Stremersch 2005;Franke et al 2010;Herrmann et al 2013). The majority of this prior research has examined outcomes such as a greater willingness-to-pay for self-designed products (Franke et al 2010), consumers' satisfaction with these products (Hildebrand et al 2014), or the cognitive difficulty of selfdesign processes relative to off-the-shelf alternatives (Levav et al 2010).…”

Section: Conventionalmentioning

confidence: 94%

Focusing on others before you shop: exposure to Facebook promotes conventional product configurations

Hildebrand

Schlager

2018

J. of the Acad. Mark. Sci.

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Consumers' use of social media websites can serve fundamentally different motives, from merely sharing entertaining content, filling up spare time, to observing what friends are doing on social media. The current work examines the downstream consequences of such social media use on consumers' subsequent product choices. Specifically, this work explores how exposure to Facebook compared to other major social media websites such as Instagram, Twitter, or LinkedIn enhances consumers' focus on others and the consequences of such temporary shifts in focus on consumers' subsequent preference for specific options. A largescale field study and a series of experiments provide evidence that exposure to Facebook prior to a product configuration task enhances consumers' tendency to upgrade conventional as opposed to unconventional options, and we show that this effect is driven by a greater focus on others followed by a fear of negative evaluation from their peers. We show that this effect can be reversed if consumers believe that only a minority prefers a conventional target option. These findings provide novel insight into the role of pre-shopping factors in consumers' path-to-purchase, context effects that can trigger more conventional choices, and the conceptualization of consumer journeys as a sequence of events-rather than isolated ones-which can alter consumer preference in subsequent product configuration tasks.

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Option Framing and Product Feature Recommendations: Product Configuration and Choice

Cited by 12 publications

References 41 publications

Product Customization via Starting Solutions

Product Customization via Starting Solutions

Let's play: Me and my AI‐powered avatar as one team

Focusing on others before you shop: exposure to Facebook promotes conventional product configurations

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