Working Papers

You’re One in a Million: Strict Uniqueness of Mass-Customized Products

Pia Burghartz

University of St. Gallen

Emanuel de Bellis

University of Lausanne

Franziska Krause

EBS University of Business and Law

Nikolaus Franke

WU Vienna University of Economics and Business

Ilse-Maria Klanner

Trommsdorff + Drüner GmbH

Gerald Häubl

University of Alberta

Jan 24, 2021

Consumers value and are willing to pay for products they customize themselves. This study uses a series of field, lab and online experiments to determine whether informing customers that their products are—and will remain—unique can add even greater value.

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