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Robo Homecoming: Customization to Curb Uniqueness Threat

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  • Burghartz, Pia

Abstract

Firms are increasingly offering autonomous domestic products (ADPs), but consumers often resist adoption. This paper suggests that when consumers feel threatened in their sense of uniqueness, they may reject ADPs. Compelling experimental evidence shows that this is the case, and that rejection may be counteracted by customization.

Suggested Citation

  • Burghartz, Pia, 2021. "Robo Homecoming: Customization to Curb Uniqueness Threat," Marketing Review St.Gallen, Universität St.Gallen, Institut für Marketing und Customer Insight, vol. 38(2), pages 54-61.
    • Handle: RePEc:zbw:hsgmrs:276136
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    References listed on IDEAS

    as
    1. Nikolaus Franke & Martin Schreier, 2008. "Product uniqueness as a driver of customer utility in mass customization," Marketing Letters, Springer, vol. 19(2), pages 93-107, June.
    2. Thomas Davenport & Abhijit Guha & Dhruv Grewal & Timna Bressgott, 2020. "How artificial intelligence will change the future of marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 24-42, January.
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