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Screenshot of the Mini Cooper's online product configurator with default choices (accessed May 2017)
Source publication
Product configurators have been accepted as an important enabling toolkit to bridge customer needs and company offerings. In the configuration process, customers choose from a set of predefined attributes and their options. The combination of choices forms the desired product configuration. It is observed that some online configurators provide defa...
Contexts in source publication
Context 1
... it has been observed that some online configurators provide default options. If a customer makes no choice on the attribute, the default option is selected in the final product, as can be found in the Mini Cooper's configurator in Figure 1. In the study of economics and psychology, it has been acknowledged that the current situation (status quo) is often considered a reference point from the decision makers' point of view. Deviation from the status quo is considered a loss, a phenomenon called 'status quo bias'. According to Mandl and Felfernig [6], status quo bias exists in product configurators, meaning that consumers' decisions are affected by the default options. However, it is not clear how the default options affect consumers' decisions or which factors are significant in the selection of default choices. Therefore, this paper addresses these questions through empirical ...
Context 2
... it has been observed that some online configurators provide default options. If a customer makes no choice on the attribute, the default option is selected in the final product, as can be found in the Mini Cooper's configurator in Figure 1. In the study of economics and psychology, it has been acknowledged that the current situation (status quo) is often considered a reference point from the decision makers' point of view. Deviation from the status quo is considered a loss, a phenomenon called 'status quo bias'. According to Mandl and Felfernig [6], status quo bias exists in product configurators, meaning that consumers' decisions are affected by the default options. However, it is not clear how the default options affect consumers' decisions or which factors are significant in the selection of default choices. Therefore, this paper addresses these questions through empirical ...
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