How tolerable is delay? : Consumers' evaluations of internet web sites after waiting

How consumer's waiting times affect their retrospective evaluations of Internet Web Sites is investigated in four computer-based experiments. Results show that waiting can but does not always negatively affect evaluations of Web Sites. Results also show that the potential negative effects of waiting can be neutralized by managing waiting experiences effectively. A conceptual framework and formal random utility model is introduced

The Consumer Production Journey: Marketing to Consumers as Co-Producers in the Sharing Economy

New digital technologies not only support consumers in better fulfilling their own consumption needs, but also enable them to create greater value for other consumers. These new consumer co- production activities, collectively referred to as the sharing economy, require firms to rethink their role in the marketing value creation process. In particular, firms need to find new ways to create value for consumers who are also becoming producers. To address this challenge, we propose a two-layered conceptual framework of consumer co-production networks and the individual consumer production journeys therein. These concepts expand the traditional production model and consumer journey, respectively, explicitly taking into account consumer co-production activities in the value creation process. Within this framework, we draw on institutional design theory and household production theory to analyze how marketing functions can support consumers’ co-production activities. We conclude with a discussion of managerial and consumer welfare implications, and of new opportunities for further research

Travel Choice Inertia: The Joint Role of Risk Aversion and Learning

This paper shows how travellers that are faced with a series of risky choices become behaviourally inert due to a combination of risk aversion and learning. Our theoretical analyses complement other studies that conceive inertia as resulting from the wish to save cognitive resources. We first present a model of risky travel mode choice. We show that if travellers dislike risk, and part of the quality of travel alternatives is only revealed upon usage, inertia emerges due to a learning-based lock-in effect. We extend our analyses to capture forward-looking behaviour and the provision of travel information

Consumer Preferences for Mass Customization

Increasingly, firms adopt mass customization, which allows consumers to customize products by self-selecting their most preferred composition of the product for a predefined set of modules. For example, PC vendors such as Dell allow customers to customize their PC by choosing the type of processor, memory size, monitor, etc. However, how such firms configure the mass customization process determines the utility a consumer may obtain or the complexity a consumer may face in the mass customization task. Mass customization configurations may differ in four important ways – we take the example of the personal computer industry. First, a firm may offer few or many product modules that can be mass customized (e.g., only allow consumers to customize memory and processor of a PC or allow consumers to customize any module of the PC) and few or many levels among which to choose per mass customizable module (e.g., for mass customization of the processor, only two or many more processing speeds are available). Second, a firm may offer the consumer a choice only between very similar module levels (e.g., a 17” or 18” screen) or between very different module levels (e.g., a 15” or 21” screen). Third, a firm may individually price the modules within a mass customization configuration (e.g., showing the price of the different processors the consumer may choose from) along with pricing the total product, or the firm may show only the total product price (e.g., the price of the different processors is not shown, but only the computer’s total price is shown). Fourth, the firm may show a default version (e.g., for the processor, the configuration contains a pre-selected processing speed, which may be a high-end or low-end processor), which consumers may then customize, or the firm may not show a default version and let consumers start from scratch in composing the product. The authors find that the choices that firms make in configuring the mass customization process affect the product utility consumers can achieve in mass customization. The reason is that the mass customization configuration affects how closely the consumer may approach his or her ideal product by mass customizing. Mass customization configurations also affect consumers’ perception of the complexity of mass customization as they affect how many cognitive steps a consumer needs to make in the decision process. Both product utility and complexity in the end determine the utility consumers derive from using a certain mass customization configuration, which in turn will determine main outcome variables for marketers, such as total product sales, satisfaction with the product and the firm, referral behavior and loyalty. The study offers good news for those who wish to provide many mass customization options to consumers, because we find that within the rather large range of modules and module levels we manipulated in this study, consumers did not perceive significant increases in complexity, while they were indeed able to achieve higher product utility. Second, our results imply that firms when increasing the number of module levels, should typically offer consumers more additional options in the most popular range of a module and less additional options at the extremes. Third, pricing should preferably be presented only at the total product level, rather than at the module and product level. We find that this approach reduces complexity and increases product utility. Fourth, firms should offer a default version that consumers can use as a starting point for mass customization, as doing so minimizes the complexity to consumers. The best default version to start out with is a base default version because this type of default version allows the consumer to most closely approach his or her ideal product. The reason is that consumers when presented with an advanced default may buy a product that is more advanced than they actually need. We also found that expert consumers are ideal targets for mass customization offerings. Expert consumers experience lower complexity in mass customization and complexity has a less negative influence on product utility obtained in the mass customization process, all compared to novice consumers. In general, reducing complexity in the mass customization configuration is a promising strategy for firms as it not only increases the utility of the entire process for consumers, but also allows them to compose products that more closely fit their ideal product

Situation-Based Shifts in Consumer Web Site Benefit Salience: The Joint Role of Affect and Cognition

This study addresses the process by which differences in web site benefit salience arise in consumers’ minds for different anticipated usage situations. We investigate two routes by which situation may determine consumer benefit salience and find support for both route structures. The results indicate that individuals’ relative benefit importance ratings shift between different anticipated usage situations, both directly, and indirectly, through consumers’ anticipated affective states. Furthermore, the number of benefits that is rated as important by consumers is found to also differ depending on their anticipated affective states, providing further insight into why consumer benefit salience may vary across situations

Situation Variation in Consumers’ Media Channel Consideration

In this article, the authors investigate consumers’ consideration of media channels during different usage situations. They develop a model that explains consumers’ media channel consideration as a function of the media channel’s perceived benefits. In addition, they hypothesize that the usage situation affects consumers’ media channel consideration and that situation-based benefit requirements moderate the effect of the benefits on their channel consideration. The authors test the hypothesized relationships using survey data from 341 consumers regarding their consideration of 12 different media channels used by manufacturers to communicate product information across three product-related usage situations. The results of the analyses support the proposed model structure and confirm the expected relationships among perceived media channel benefits, usage situations, media channel requirements, and consumers’ media channel consideration

Consumer-Producer Interaction: A Strategic Analysis of the Market for Customized Products

This paper focuses on the process by which consumers and producers interact to create better value for consumers. This happens in many situations but is arguably most prominent in mass-customization, an area that has recently gained a lot of popularity among manufacturers (Business Week, March 20, 2000). In terms of communications, such interaction entails a shift from the one-way communication (usually from seller to buyer) of traditional markets, to a two-way communication. Specifically, potential producers need to elicit preference (and other) information from consumers. They then have to provide a product that correctly incorporates such information. This brings up many strategic issues. In particular, we are interested in answering the following questions: (1) What is the 'economic value' of consumers' information? (2) Are there any strategic implications for producers, if they depend on consumer input and have to pay for consumers' information? (3) In what way does pricing for customized products differ from pricing for similar standardized products? (4) Is the strategic relationship between consumers and producers different in the market for customized goods as compared to more traditional markets? The main contribution of this paper is to bring into focus the issues surrounding mass-customization via an analysis of consumer-producer interaction, which is the facilitating process. This paper is the first attempt in marketing to analytically model this emerging area and should be of interest to academics. Practitioners should be interested in the marketing and strategic perspective on mass-customization that this paper adopts. The trade press has approached mass-customization from a manufacturing/production cost angle, while its marketing implications have largely been left open (Wind and Rangaswamy, 2000). To answer the above questions we build a game-theoretic model, which analyses the interaction between consumers and producers in an agency-theoretic framework. The main features of our model are the following. Consumers vary in their desire for customization, with some consumers having a higher need for and willingness to pay for customized goods. Producers vary in the ability to 'successfully customize' according to consumer specifications. Producers first solicit consumers' suggestions/preferences and attempt to screen consumers who are willing to pay for customized products (stage 1: 'Information market'). They then try to provide a product, which correctly incorporates consumers' input and set prices for such customized products (stage 2: 'Product market'). The main question for consumers at this stage is whether the producer has been able to successfully incorporate their input given in the first stage. We start first with the monopoly case to isolate the strategic issues in consumer-producer interaction. Later we incorporate competition between firms. In the latter case, both the information market (where firms compete for consumers' information) and the product market (where firms compete to sell the final product) come into their own and have interesting interactions. We find that, in equilibrium, firms will pay consumers for their information in the first stage. Intuitively, consumers provide costly input, but any commitment by the firm to provide surplus through a lower price of the product in the second stage, lacks commitment. Moreover, the producer's payment can act as a signal of high quality for the skillful customizer who tries to separate from a 'ghost firm', which cannot customize well. Under monopoly, the price of customized products is the same as that of non-customized products, contrary to common wisdom as reflected in the trade press (Anderson, 1997). Thus, our analyses could explain why some manufacturers find that they cannot charge a premium for customized products (Wind and Rangaswamy, 2000). We find that equilibrium prices of customized products are at the high end of the price range for similar non-customized products, consistent with casual observation.Under duopoly, when firms compete for consumers' information, the prices of customized products are in fact less than the price of non-customized products. This counter-intuitive result occurs because firms try to avoid being heldup by consumers who may withhold purchase, after first getting the firm to produce a very individually tailored product which the firm might not be able to sell to other consumers. Since, first stage competition for information gives consumers a high price for their information, it increases their incentive to holdup the firm. The firm, therefore, has to charge a lower price to induce consumers to purchase the product.Finally, we show that, in the market for customized goods (stage 2), consumers can be better off with less competition between firms. When firms compete in the product market in the second stage, they earn less equilibrium profits. Thus, they compensate consumers less for their information in the first stage, and this may yield consumers less overall utility. This finding could be of interest to manufacturers who increasingly attempt to build deep, long lasting ties with consumers. Often such ties are perceived as conflicting with the consumers' desire to retain the flexibility to compare and opt for the offerings of different producers. Our results suggest that such misalignment of interests need not exist, at least in the market for customized goods

Shopping Context and Consumers' Mental Representation of Complex Shopping Trip Decision Problems

Depending on the shopping context, consumers may develop different mental representations of complex shopping trip decision problems to help them interpret the decision situation that they face and evaluate alternative courses of action. To investigate these mental representations and how they vary across contexts, the authors propose a causal network structure that allows for a formal representation of how context-specific benefits requirements affect consumers’ evaluation of decision alternative attributes. They empirically test hypotheses derived from the framework, using data on consumers’ mental representations of a complex shopping trip decision problem across four shopping contexts that differ in terms of opening hour restrictions and shopping purpose, and find support for the proposed structure and hypotheses

Consumer Acceptance of Recommendations by Interactive Decision Aids: The Joint Role of Temporal Distance and Concrete vs. Abstract Communications

Interactive decision aids (IDAs) typically use concrete product feature-based approaches to interact with consumers. Recently however, interaction designs that focus on communicating abstract consumer needs have been suggested as a promising alternative. This article investigates how temporal distance moderates the effectiveness of these two competing IDA communication designs by its effect on consumers’ mental representation of the product decision problem. Temporal distance is inherently connected to IDAs in two ways. Congruency between consumption timing (immediate vs. distant) and IDA communication design (concrete vs. abstract, respectively) increases the likelihood to accept the IDA’s advice. This effect is also achieved by congruency between IDA process timing (immediate vs. delayed delivery of recommendations) and IDA communication design (concrete vs. abstract, respectively). We further show that this process is mediated by the perceived transparency of the IDA process. Managers and researchers need to take into account the importance of congruency between the user and the interface through which companies interact with their users and can further optimize IDAs so that they better match consumers’ mental representations

Combining and comparing consumers' stated preference ratings and choice responses

In this study we develop and test an econometric model for combining choice and preference ratings data collected from the same set of individuals. Choice data are modeled using a multinomial logit framework, while preference data are modeled using an ordered response equation. Individual heterogeneity is allowed for via random coefficients providing a link between the choice and ratings data. Parameters are estimated by Simulated Maximum Likelihood. An application of the model to consumer yoghurt choice in The Netherlands found that ratings based preference estimates differ significantly from choice based estimates, but the correlation between random coefficients driving the two is very stron