How to Stop Customers from Abandoning Self-Designed Products

95% of consumers who start self-designing a product abandon the process before purchase. A new Journal of Marketing study shows how companies can change this.

Read an in-depth recap of this research here: https://www.ama.org/2023/07/18/the-secret-to-maximizing-the-benefits-of-self-design-provide-social-feedback-during-the-process-to-reduce-rates-of-abandonment/

Read the full Journal of Marketing article here: https://doi.org/10.1177/00222429231183977

Reference: Franziska Krause and Nikolaus Franke, “Understanding Consumer Self-Design Abandonment: A Dynamic Perspective,” Journal of Marketing.

Narrator: Elizabeth Ann Sismour

Acknowledgments: Sushma Kambagowni

Topics: product design, customization, consumer behavior, customer experience

The JM Buzz Podcast is a production of the American Marketing Association's Journal of Marketing and is produced by University FM