Order in Product Customization Decisions: Evidence from Field Experiments
通过三个田野实验，研究了产品定制过程中属性呈现顺序如何影响消费者对默认选项的接受，进而改变最终产品设计和价格。
Differentiated product models are predicated on the belief that a product's utility can be derived from the summation of utilities for its individual attributes. In one framed field experiment and two natural field experiments, we test this assumption by experimentally manipulating the order of attribute presentation in the product customization process of custom-made suits and automobiles. We find that order affects the design of a suit that people configure and the design and price of a car that people purchase by influencing the likelihood that they will accept the default option suggested by the firm. (c) 2010 by The University of Chicago. All rights reserved.