To come up with personal arbitrage, we designed a consumer participation game in a horizontal product differentiated model. Consumer participation is divided into two categories: consumerization (ex-ante participation) and customerization (ex-post participation). Consequently, when a firm posits production characteristic by consumer participation, the payoff and economic welfare will change. Capturing the spirit of consumer participation allows for personalized interaction between consumers and a monopoly firm in different stages of production and retailing. The main findings are: the consumer uses ex-post participation to reduce preference deviations, increase welfare for both producer surplus and the consumer surplus. In addition, when the consumer uses ex-ante participation, consumer surplus will rise and welfare will rise if and only if the set-up costs are not too high. The firm can also utilize price incentive to induce consumer’s arbitrage behavior.