Labelling product innovations as designed and/or selected by customers can positively affect non-participating consumers' self-stated behavioural intentions, that is, it can increase the probability of purchasing that product. Most previous studies have used fictitious brands to test the aforementioned effect, raising concerns about the degree to which these findings are relevant for marketing practice. Brand managers thus might wonder whether labelling product innovations as user-designed and/or user-selected might indeed increase sales for their well-established brands. This paper addresses this research gap by investigating the possible effects of three alternative strategies for labelling innovations (i.e., empowerment-to-select, empowerment-to-create, and full empowerment) for two well-established technology brands. For all three strategies and both brands, we find that involving customers significantly increases the perceived innovation ability, which then positively mediates the effect on behavioural intentions. However, due to a negative direct effect, only labelling products as selected by customers has an overall positive effect.

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Smart transformative services such as digital contact tracing apps are a means to offer transformative and economic value by selfmonitoring contacts and improving the well-being of users, while also reducing concerns when using services during pandemics such as COVID-19. In this study, we identify significant factors as well as communication and promotion strategies to encourage digital contact tracing app nonusers to use such apps in order to benefit from their value-creating potential. This research contributes to transformative service literature by identifying digital contact tracing apps as a means to regain confidence in using services during a pandemic, thereby offering transformative and economic value. By integrating two trust dimensions as meaningful mediators, this research sheds light on the conditions under which social influence and Internet privacy concerns influence nonusers’ usage intention. Moreover, the results not only identify significant factors influencing intended app usage but also reveal strategies for increasing actual app usage.

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This is a PDF file of an unedited manuscript that has been accepted for publication in the Communications of the Association for Information Systems. We are providing this early version of the manuscript to allow for expedited dissemination to interested readers. The manuscript will undergo copyediting, typesetting, and review of the resulting proof before it is published in its final form. Please note that during the production process errors may be discovered, which could affect the content. All legal disclaimers that apply to the Communications of the Association for Information Systems pertain.