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The Individualization of Mass Customization: Exploring the Value of Individual Thinking Style Through Consumer Neuroscience

In: Customization 4.0

Author

Listed:
  • Frances Turner

    (Menlo College)

Abstract

Neuromarketing is looked upon by some with suspicion, others with enthusiasm: it is seen either as a dastardly way of getting inside our heads to make us buy what we do not need or a potentially better means to glean more accurate consumer insights to guide design and production of goods, services, and experiences leading to commercial success. Can brain science reveal the nature of individual thinking style to help the consumer collaborate so effectively with the mass customization (MC) provider such that she really gets exactly what she wants or needs? Could deeper knowledge by the consumer of her own neural processes empower her to assist the MC provider in elevating her perception of value of the customer experience? If an individual’s thinking style is innately unique and situation or context specific, then studying the individual‘s perception of the consumer experience via exploration of factors related to her inimitable cognitive processing could help individuals gain, and practitioners and scholars provide, further insights into enhancing the relational value of MC. This paper is an initial exploration of how consumer neuroscience might be useful to the consumer and firm to further individualize and enrich the consumer’s perception of value of the mass customization experience.

Suggested Citation

  • Frances Turner, 2018. "The Individualization of Mass Customization: Exploring the Value of Individual Thinking Style Through Consumer Neuroscience," Springer Proceedings in Business and Economics, in: Stephan Hankammer & Kjeld Nielsen & Frank T. Piller & Günther Schuh & Ning Wang (ed.), Customization 4.0, pages 439-450, Springer.
    • Handle: RePEc:spr:prbchp:978-3-319-77556-2_27
    DOI: 10.1007/978-3-319-77556-2_27
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