Recent research on customization suggests that a need exists to examine conditions under which selling customized versus non-customized offerings will be more beneficial to vendors. To this end, this paper empirically evaluates consumer response to and choice of customized systems (offerings...

Although the sale of an augmented product, composed of a core product and supplementary services, has become commonplace in an array of industries, the nuances associated with the pricing of such expanded offerings have not been fully examined in the literature. In this paper, we examine the...