In this article, the authors propose that the canonical customer-toolkit dyad in mass customization (MC) should be complemented with user communities. Many companies in various industries have begun to offer their customers the opportunity to design their own products online. The companies...

Hedonic escalation is an increasing appreciation for each additional bite of a palatable food. Hedonic escalation is more likely to occur when (1) a palatable food consists of a complex combination of flavors and (2) a person has the ability to identify the flavors. Consequently, hedonic...