Paying Twice to Have It Your Way? The Backfiring Effect of Mass Customization on a Product’s Resale Value
Jan 24, 2021
Demonstrates that consumers who pay more for self-customized cars may pay again in the reduced price of such cars in resale markets. Self-customization also adds initial value in other markets (sneakers, furniture) but erodes value in resale. Companies can mitigate these effects by informing consumers about them during customization.