Yansu Wang
Renmin University of China
AdvertisingFeelingProduct (category theory)PsychologyPersonalizationPerceptionUniquenessIdentity (social science)Context (language use)Mass customization
Publications 1
#1Jiamin Yin (NUS: National University of Singapore)
#2Yansu Wang (RUC: Renmin University of China)
Last. Kanliang Wang (RUC: Renmin University of China)
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Customers of mass customization websites measure the utility of the site by the uniqueness of the products they design, yet the factors influencing customizer perceptions of product uniqueness are underexplored. We examine the effect of the intended recipient (self vs. close others) in three studies involving real customization tasks. We show that creators (i.e., product customizers) perceive products designed for close others (vs. for themselves) to be more unique, with thoughtfulness in design...