E-Customization: Research and Applications from the Cognitive Learning Theory

Muhammad Aljukhadar
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Muhammad Aljukhadar: RBC Chair in E-Commerce, HEC Montréal, Canada

Chapter 13 in Handbook of Research in Mass Customization and Personalization:(In 2 Volumes), 2009, pp 240-262 from World Scientific Publishing Co. Pte. Ltd.

Abstract: AbstractThis work reviews and synthesizes cognitive learning theory literature with potential applications to e-customization, highlights parallel work in online and offline marketing as well as information technology, develops a framework for cognitive learning theory, and provides general propositions for future verification. Whereas consumers are heterogeneous with regard to cognitive learning styles and strategies, cognitive learning theory proposes several high levels categories that can be used to segment consumers online and for several e-customization applications. Findings reveal that major theories in cognitive learning has not yet been investigated nor applied in marketing and suggest a positive effect for the congruency between consumer learning styles (strategies) and online message format (content) on communication efficiency, recall, attitude, and decision making. A synthesis review with potential applications to e-customization, including online consumer segmentation, information content and format customization, website and recommendation agent auto-adaptation and optimization is furnished.

Keywords: Mass Customization; Personalization; Engineer-to-Order; Open Innovation; User Co-Creation; Modularity; Platform Design; Customer Centricity (search for similar items in EconPapers)
Date: 2009
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