How does personalization of the products affect consumers’ attitudes toward the product

Abstract

In the present marketing landscape, brands are competing for attention, and companies are eager to build closer relationships with their consumers. This study extends the scope of personalization by deeply embedding consumers into the core of the products they engage with, enhancing their experience through personalized interactions. The drivers of consumer interest in personalized products and the ways in which personalization shapes overall experiences remain unclear in existing findings, particularly when consumers exhibit unexpected reactions. The research discusses how product personalization affects consumer’s emotions and attitudes toward products, how businesses can effectively utilize product personalization to drive sales growth, and the psychological drivers underlying the influence of product personalization. This approach exceeds the limitations of traditional personalization strategies and unlocks a novel avenue for marketing. Identity engagement is a phenomenon where consumers experience an extreme sense of connection with products that reflect their unique identities. When brands design things that reflect their unique personality, it creates a bond, and this connection is beyond ordinary marketing tricks. This experimental study confirmed that personalized products convey significantly stronger positive attitudes compared to non-personalized products. Identity engagement and product type influence how consumers emotionally engage with and perceive products, shaping their behavior. Personalization is more effective when consumers feel a strong personal connection to the product, allowing marketers to tailor strategies for greater impact and increase their sales. By understanding consumers’ individual interests, brands create a feeling that the consumer belongs to their community, not just their market.