Using the Internet to investigate consumer choice spaces.

Traditional investigations of consumer choice processes include a matrix of alternatives described by attributes. The researcher-created matrix presents a product option space for the participant. In this article, we propose an alternative methodological approach to consumer choice processes. Specifically, we investigate choice processes when a participant creates his/her own product space. We describe a Web-based program and methodology used to collect data for three customizable products. Empirical results indicate that consumers are willing and able to make choices from their own product space. This research provides a new avenue for exploring choice processes.