Increasingly, firms allow consumers to mass customize their products. In this study, the authors investigate consumers’ evaluations of different mass customization configurations when asked to mass customize a product. For instance, mass customization configurations may differ in the number of...

Despite the extant literature on customer loyalty, it is recognized that the psychological processes behind commitment and customer loyalty are still ill understood. Therefore, the primary objective of this study is to assess the impact of three psychological antecedents (position involvement,...