TY  - JOUR
AB  - Mass customisation, defined as the mass production of individually customised goods and services, aims at providing products and services that are more suited to the needs or desires of today’s fragmented consumer markets. Mass customisers should identify how needs or desires of the fragmented market shape the customisation of not just the product and service, but also the mass customisation experience. Towards this end, the authors examined whether an individual’s preferred level for environmental stimulation defined as optimum stimulation level (OSL) was associated with the types of products, services and experiences desired from mass customisation of apparel. As the authors hypothesised, OSL had significant positive correlations with willingness to use co‐design services to create a unique design, trying co‐design as an exciting experience, overall commitment to using co‐design, and trying body scanning as an exciting experience. OSL did not have significant correlations with the more banal willingness to use body scanning services for better fitting products or overall commitment to using body scanning. There was also a significant positive correlation between OSL and interest in customising experiential products, but not between OSL and interest in customising utilitarian products, as hypothesised. Results support research of the influence of OSL on consumer behaviour. Implications for the industry include considering experience aspects and environmental stimulation when developing a mass customisation programme.
VL  - 5
IS  - 2
SN  - 1361-2026
DO  - 10.1108/EUM0000000007281
UR  - https://doi.org/10.1108/EUM0000000007281
AU  - Fiore Ann Marie
AU  - Lee Seung‐Eun
AU  - Kunz Grace
AU  - Campbell J.R.
PY  - 2001
Y1  - 2001/01/01
TI  - Relationships between optimum stimulation level and willingness to use mass customisation options
T2  - Journal of Fashion Marketing and Management: An International Journal
PB  - MCB UP Ltd
SP  - 99
EP  - 107
Y2  - 2024/04/25
ER  -