As a startup we are asking a lot of people to take a chance on us, so we thought it fitting to highlight some of the scientifically proven, quantitative research that has been done on customization/personalization.
Recently published info about a study that shows people who add bumper stickers, personalized license plates, and other “territory markers” are 16% more likely to engage in road rage and will hit the horn 2 seconds faster in a stressful situation.
Interestingly, the content didn’t make much of a difference (e.g. the “Save the Whales” crowd was no less aggressive the “Don’t mess with Texas” bunch). The theory is that people who invest time/money personalizing their cars are more likely to view them as personal space and more likely to take affront to perceived breaches of driving etiquette.
It would be interesting to see if a similar positive reaction to personalization exists? Am I any less sad when I lose my cellphone with custom ringtones, faceplates, and charms compared to a stock unit? Will I talk more about brands that allow me to customize my products?
Anecdotal evidence certainly exists in the premium people will pay for customized products. Here is a cross section of customized products targeted to a younger customers:
A customization premium exists and the more freedom you offer the larger it is. It is a compelling business proposition, but also an interesting academic one. If any researchers in the Cambridge area are interested in pursuing the psychology of customization please get in touch.
