In turn, product utility and complexity affect the utility that consumers derive from using a certain mass customization configuration. In the context of mass customization of personal computers, the authors find that mass customization configuration affects the product utility that consumers can achieve in mass customization as well as their perception of mass customization complexity. For example, mass customization configurations may differ in the number of modules that can be mass customized. In this study, the authors investigate consumers' evaluations of different mass customization configurations when they are asked to mass customize a product. Increasingly, firms allow consumers to mass customize their products.