diff --git a/modules/product_reference/commerce_product_reference.module b/modules/product_reference/commerce_product_reference.module
index 62cb8b8..1f6c65b 100644
--- a/modules/product_reference/commerce_product_reference.module
+++ b/modules/product_reference/commerce_product_reference.module
@@ -305,7 +305,9 @@ function commerce_product_reference_entity_view($entity, $entity_type, $view_mod
   $wrapper = NULL;
 
   $instances = field_info_instances($entity_type, $bundle);
-  $reference_view_mode = $entity_type . '_' . $view_mode;
+  $view_mode_settings = field_view_mode_settings($entity_type, $bundle);
+  $reference_view_mode = (!empty($view_mode_settings[$entity_type . '_' . $view_mode]['custom_settings']))
+    ? $entity_type . '_' . $view_mode : 'default';
 
   // Loop through product reference fields to see if any exist on this entity
   // bundle that is either hidden or displayed with the Add to Cart form display
@@ -349,9 +351,6 @@ function commerce_product_reference_entity_view($entity, $entity_type, $view_mod
 
         // Loop through the fields on the referenced product's type.
         foreach (field_info_instances('commerce_product', $product->type) as $product_field_name => $product_field) {
-          if (!isset($product_field['display'][$reference_view_mode])) {
-            $reference_view_mode = 'default';
-          }
 
           // Only prepare visible fields.
           if (!isset($product_field['display'][$reference_view_mode]['type']) || $product_field['display'][$reference_view_mode]['type'] != 'hidden') {
@@ -994,7 +993,7 @@ function commerce_product_reference_module_implements_alter(&$implementations, $
 /**
  * Implements hook_entity_info_alter().
  *
- * Adds the line item and the product display-specific views mode to the product.
+ * Adds the line item and the product display-specific view modes to the product.
  */
 function commerce_product_reference_entity_info_alter(&$entity_info) {
   $entity_info['commerce_product']['view modes']['line_item'] = array(