Order in Product Customization Decisions: Evidence from Field Experiments

• 成果类型: Article
• 署名作者: Levav, Jonathan; Heitmann, Mark; Herrmann, Andreas; Iyengar, Sheena S.
• 署名单位: Columbia University; University of Kiel; University of St Gallen
• 刊物名称: JOURNAL OF POLITICAL ECONOMY
• ISSN/ISSBN: 0022-3808
• DOI: 10.1086/652463
• 发表日期: 2010
• 页码: 274-299
• 关键词: self-regulation; demand; implicit; MARKETS; prices; IMPACT

摘要

Differentiated product models are predicated on the belief that a product's utility can be derived from the summation of utilities for its individual attributes. In one framed field experiment and two natural field experiments, we test this assumption by experimentally manipulating the order of attribute presentation in the product customization process of custom-made suits and automobiles. We find that order affects the design of a suit that people configure and the design and price of a car that people purchase by influencing the likelihood that they will accept the default option suggested by the firm.