Merchandising/Marketing/Retailing: Branding

One Size Does (Not) Fit All: Effect of Regulatory Focus on Perceived Risk and Investment towards Online Mass-Customized Products

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Abstract

Today's millennial and generation-z consumers detest 'one size fits all' products. They prefer products that allow them to express individuality and collaborate with brands to co-create mass-customized products (MCPs) that better fit their needs. In spite of its benefits, purchasers often face multiple risks/concerns for online MCPs such longer lead time/complexity of the product acquisition process, increased price, and/or lack of functional/social/psychological satisfaction for MCPs compared to mass-produced products. Literature indicates that one's evaluation of risks may depend on his/her personality traits, such as chronic regulatory focus. This study investigates the influence of promotion and prevention regulatory focus on consumers' perceived risks and their willingness to invest towards MCPs. Results indicated that promotion focus influenced consumers' psychological risks while prevention focus influenced psychological, monetary and effort risks. Additionally, promotion focus influenced consumers' willingness to invest for MCPs.

How to Cite:

Bhaduri, G. & Kim, J., (2017) “One Size Does (Not) Fit All: Effect of Regulatory Focus on Perceived Risk and Investment towards Online Mass-Customized Products”, International Textile and Apparel Association Annual Conference Proceedings 74(1).