Research: customisation isn’t always positive for consumers

https://businessinthenews.co.uk/2019/11/28/research-customisation-isnt-always-positive-for-consumers/

Participants

  • A.K. Klesse
    Role: Faculty
    Reference type: Referenced

Media outlets

  • Business in the News.uk (Online)

Description

An interview with Anne-Kathrin Klesse regarding her new research that shows customisation influences product perception of consumers .“Customizers who view themselves as unhealthy eaters perceived a customised muesli as less healthy compared to those that didn’t customise it. Conversely, customizers who view themselves as healthy eaters perceived a customised muesli as more healthy compared to those that didn’t customise it. Note that this occurs although the end-product for customizers and non-customizers was in fact comparable with respect to its healthiness. The way customers perceive a product has important downstream consequences. For instance, customizers who perceived the muesli as less healthy, were less likely to recommend the customised food to their health-conscious peers and they promoted the product as less healthy on social media compared to a customer s who received an off-the-shelf-alternative. This might have a detrimental effect if a business wants to promote their company as a healthy food store”

An interview with Anne-Kathrin Klesse regarding her new research that shows customisation influences product perception of consumers .“Customizers who view themselves as unhealthy eaters perceived a customised muesli as less healthy compared to those that didn’t customise it. Conversely, customizers who view themselves as healthy eaters perceived a customised muesli as more healthy compared to those that didn’t customise it. Note that this occurs although the end-product for customizers and non-customizers was in fact comparable with respect to its healthiness. The way customers perceive a product has important downstream consequences. For instance, customizers who perceived the muesli as less healthy, were less likely to recommend the customised food to their health-conscious peers and they promoted the product as less healthy on social media compared to a customer s who received an off-the-shelf-alternative. This might have a detrimental effect if a business wants to promote their company as a healthy food store”