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Mass customization
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==Market research== Kamis, Koufaris and Stern (2008) conducted experiments to test the impacts of mass customization when postponed to the stage of retail, online shopping. They found that users perceive greater usefulness and enjoyment with a mass customization interface vs. a more typical shopping interface, particularly in a task of moderate complexity.<ref>{{cite journal |last1=Kamis |last2=Koufaris |last3=Stern |date=2008 |title=Using an Attribute-Based Decision Support System for User-Customized Products Online: An Experimental Investigation |journal=MIS Quarterly |volume=32 |issue=1 |pages=159 |doi=10.2307/25148832 |jstor=25148832}}</ref>
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