Conformity and the Crowd

The article looks at mass customization, or systems, usually using the Internet, in which consumers can design and order customized versions of products, as of 2013. The authors discuss their research on the effect of inserting a social-media sharing step into the customization process, in which the customer solicits feedback from acquaintances on their design decisions before finalizing the order. Companies offering mass customization cited include sportswear firm Nike and car company Porsche.