Building-Up versus Paring-Down: Consumer Responses to Recommendations When Customizing

Material TypeArticleLanguageEnglish
TitleBuilding-Up versus Paring-Down: Consumer Responses to Recommendations When Customizing Author(S)Brent Coker (Author)
Abstract  In this research we explore how consumers respond to recommendations when customizing products. In four studies, we find that consumers’ responses to recommendations are contingent on the type of customization strategy and level of recommendation offered by the firm. Specifically, consumers incorporate vendor recommendations in a build-up customization strategy but ignore recommendations when paring-down, as long as the recommendation is offered at a level which does not cause consumers to question the motives of the firm ...Paginationp 190-206
SubjectCommerceDescriptorsRetail trade
Journal TitleJournal of Retailing  
Permanent Linksclick here