An interview with Anne-Kathrin Klesse regarding her new research that shows customisation influences product perception of consumers .“Customizers who view themselves as unhealthy eaters perceived a customised muesli as less healthy compared to those that didn’t customise it. Conversely, customizers who view themselves as healthy eaters perceived a customised muesli as more healthy compared to those that didn’t customise it. Note that this occurs although the end-product for customizers and non-customizers was in fact comparable with respect to its healthiness. 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”