Increasingly, firms allow consumers to mass customize their products. In this study, the authors investigate consumers' evaluations of different mass customization configurations when they are asked to mass customize a product

Customers have predictable life cycles. As a result of these life cycles, firms that sell multiple products or services frequently observe that, in general, certain items are purchased before others. This predictable phenomenon provides opportunities for firms to cross-sell additional products and services to existing customers

The authors propose some psychological principles to describe the boundaries of loss aversion. A key idea is that exchange goods that are given up "as intended" do not exhibit loss aversion