Entscheidungsverhalten von Kunden in Mass Customization-Systemen

Sequential choice processes are ubiquitous in consumer decision making. In each attribute decision, consumers are often faced with different numbers of options which they must trade off in order to make the best possible choice. Thereby, complicated high variety choices at the beginning of a choice process produce a larger trade-off conflict and, thus, initially a greater mental depletion than more simple low variety choices. We examine the strength of mental depletion in sequential choices on individuals’ perceived attractiveness of the firm’s recommended default option at a target choice. We show that consumers who are confronted with difficult high variety choices early in the decision sequence followed by low variety choices initially deplete more than consumers who encounter exactly the same attribute decisions in reverse. As a result, depleted consumers are more likely to fall prey to the recommended default or some perceptually focal options close to the default anchor at target choice succeeding a sequence of decisions.