Purchase History and Product Personalization

  title={Purchase History and Product Personalization},
  author={Laura Doval and Vasiliki Skreta},
  journal={Other Production \& Operations Management eJournal},
Product personalization opens the door to price discrimination. A rich product line allows for higher consumer satisfaction, but the mere choice of a product carries valuable information about the consumer that the firm can leverage for price discrimination. Controlling the degree of product personalization provides the firm with an additional tool to curb ratcheting forces arising from consumers' awareness of being price discriminated. Indeed, a firm's inability to not engage in price… Expand


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