Anne-Kathrin Klesse, Assistant Professor of Marketing at the Rotterdam School of Management, has been mentioned in an article. The article discusses the world of online retail which has enables companies to use customisation as an integral part of their business strategy. Yet, customisation can influence the product perception of consumers. Anne-Kathrin Klesse has done the research on customisation and product perception. She states that “The way customers perceive a product has important downstream consequences. For instance, customizers who perceived the muesli as less healthy, were less likely to recommend the customised food to their health-conscious peers and they promoted the product as less healthy on social media compared to a customer s who received an off-the-shelf-alternative. This might have a detrimental effect if a business wants to promote their company as a healthy food store”