Luxury brands have started to offer consumers the opportunity to customize their exclusive products by making certain aesthetic decisions such as the color, fabric, or cut of their products. A robust finding in the marketing literature is that consumers place a greater value on customized versus...

Lead users are proposed as a valuable resource for marketers in terms of the (1) development, (2) adoption, and (3) diffusion of new products. We present the first consumer study to provide evidence that the latter two suggestions are justified. First, we find that lead users demonstrate...