Customized products for everyone? The role of culture in personalized brand experience

Ann Kristin Rhode

Tuesday 8 November 2016, 5.00PM to 6.300pm

Speaker(s): Ann Kristin Rhode, ESCP Europe and University Paris 1 Panthéon-Sorbonne


Many brands are taking personalization a big step forward into mass customization, as involving customers in the creation of a product can increase consumer engagement and loyalty. At a time when the internet is making it easy for consumers to compare products with standard features, offering product customization on their websites can help brands to boost sales. Despite growing empirical evidence indicating that Western individualistic consumers and East Asian collectivistic consumers differ in cognition and perception, current theorizing on product customization is bound to Western individualistic thinking. In her research, Ann Kristin Rhode investigates cross-cultural differences in consumers’ interest and engagement in customizing branded products.


Ann Kristin Rhode is a consumer researcher, lecturer, and PhD candidate in Business Administration, Specialization Marketing, at ESCP Europe and University Paris 1 Panthéon-Sorbonne in Paris, France. She holds a Master’s degree in Social and Public Communication from the Department of Psychological and Behavioural Science of the London School of Economics and Political Science (UK) and a Bachelor’s degree in Psychology from Heidelberg University (Germany). Her research draws on theory from a variety of disciplines (social psychology, cultural psychology, cognitive psychology, evolutionary psychology, cognitive linguistics) and examines the impact of culture on consumer behavior by looking at cultural variation in self-construal, status differentiation, and identity signaling.

Location: RCH/204