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Research Note—User Design of Customized Products

Author

Listed:
  • Taylor Randall

    (David Eccles School of Business, University of Utah, 1645 E Campus Center Drive, Salt Lake City, Utah 84112)

  • Christian Terwiesch

    (The Wharton School, University of Pennsylvania, 500 Huntsman Hall, Philadelphia, Pennsylvania 19104)

  • Karl T. Ulrich

    (The Wharton School, University of Pennsylvania, 500 Huntsman Hall, Philadelphia, Pennsylvania 19104)

Abstract

User design offers tantalizing potential benefits to manufacturers and consumers, including a closer match of products to user preferences, which should result in a higher willingness to pay for goods and services. There are two fundamental approaches that can be taken to user design: systems and systems. With parameter-based systems, users directly specify the values of design parameters of the product. With needs-based systems, users specify the relative importance of their needs, and an optimization algorithm recommends the combination of design parameters that is likely to maximize user utility. Through an experiment in the domain of consumer laptop computers, we show that for parameter-based systems, outcomes, including measures for comfort and fit, increase with the expertise of the user. We also show that for novices, the needs-based interface results in better outcomes than the parameter-based interface.

Suggested Citation

  • Taylor Randall & Christian Terwiesch & Karl T. Ulrich, 2007. "Research Note—User Design of Customized Products," Marketing Science, INFORMS, vol. 26(2), pages 268-280, 03-04.
    • Handle: RePEc:inm:ormksc:v:26:y:2007:i:2:p:268-280
    DOI: 10.1287/mksc.1050.0116
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    References listed on IDEAS

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