Product personalization: stimulating attachment between product and consumers

Abstract

This study investigates about how product personalization can be used to stimulate attachment between products and Sri Lankan consumers. Through the literature it was evident that, consumer involvement and the final personalized product, in product personalization can act as the main sources which evoke positive emotions, through self-expression, enjoyment and memories, to stimulate attachment. Three hypothetical scenarios of product personalization followed by online questionnaires about the experience were created to verify these findings of literature. The feeling of attachment was evident towards these personalized products as discovered through literature, especially in the responses of female participants. It was also evident that they would most likely to protect and use the product for a longer time than male participants. Several methods providing personalization options to stimulate long term attachment were identified together with the literature and primary data. Additionally, providing adequate options to personalize the product to their satisfaction, requirement of less technical knowledge in personalization process and already having a need of personalizing the primary functionality of the product were identified to be promoting the feeling of attachment.