Sayo Iseki, a graduate student at the Graduate School of Informatics, Nagoya University, and Associate Professor Shinji Kitagami said, "People with a high desire for control are willing to pay more for customized products than those with a low desire for control." I made it.This is the first time that it has been clarified that individual differences in control needs affect the willingness to pay * for customized products.
In recent years, the customized product market has expanded rapidly.However, the answer to the question of who prefers customized products has not been fully clarified so far.
Therefore, Associate Professor Kitagami and his colleagues say that customized products that repeatedly select parts, colors, materials, etc. are products that make it easy to get the feeling of being able to control things and situations as you wish. Focus on the point.In addition, "By controlling people, things, situations, etc. as you wish, you have a natural desire to control to achieve the results you want," which has been clarified in psychological research so far. Based on the knowledge that there are individual differences in the strength of that desire, we examined whether individual differences in control needs affect the willingness to pay for customized products.
As a result, it was shown that those who have a high desire for control have a higher amount of money to pay for customized products than those who have a low desire for control.In addition, it was confirmed that the amount of money increases as the sense of control over the customized product is promoted.On the other hand, it was also found that those who have a low desire for control are more likely to pay for regular products than for customized products.
These research results show that in marketing, customized products are effective in appealing to consumers with high control needs, and may not meet the needs of consumers with low control needs, and are expanding rapidly. He suggested the importance of segmentation (market segmentation) due to individual differences in control needs in marketing strategies in the customized product market.
* The willingness to pay is measured by asking the question "How much do you pay to get this product?"A high willingness to pay means that the value of the product is highly estimated, and it is highly likely that the product will actually be purchased.
Paper information:[Basic Psychology Research] Effect of individual differences in control needs on willingness to pay for customized products
