Consumer participation in the design and realization stages of production: How self-production shapes consumer evaluations and relationships to products

Atakan, S. Sinem; Bagozzi, Richard P.; Yoon, Carolyn

doi:10.1016/j.ijresmar.2014.05.003

Cited by 102 publications

(89 citation statements)

References 51 publications

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“…Intense participation in the production stage is likely to be limited, given the high time and effort required. 82 Noneconomic barriers include the cognitive effort needed to acquire the knowledge necessary to participate in the co-creation project. They also encompass the risk of participating in product failure or to become subject to other co-creators' opportunistic behaviors.…”

Section: Motivations and Barriers To Co-creationmentioning

confidence: 99%

Co-creation in new product development: Which drivers of consumer participation?

Mandolfo

Chen

Noci

2020

International Journal of Engineering Business Management

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The present study investigates co-creation in new product development by providing a conceptual background in the psychological factors favoring consumer participation in company processes. The work explores the consumers’ profiles willing to participate in co-creation, through the identification of their personality traits, key motivations, and barriers. Two product typologies are investigated, namely high-tech and high-touch products through survey research on a sample of Italian consumers. Results from structural equation modeling show that consumers’ personality traits affect the perceived motivations and barriers to co-create, in turn shaping their willingness to co-create. Furthermore, consumer willingness to co-create varies depending on the product typology. Under a managerial viewpoint, the research study provides practitioners with keys to design targeted co-creation activities, fitting with the specific product typology and audience, and to devise the most suitable participation incentives to offer.

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Section: Motivations and Barriers To Co-creationmentioning

confidence: 99%

Co-creation in new product development: Which drivers of consumer participation?

Mandolfo

Chen

Noci

2020

International Journal of Engineering Business Management

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“…More recently, a third research focus has shifted its attention to the psychological consequences arising from customers' participation in co-production (Atakan, Bagozzi, and Yoon 2014;Bendapudi and Leone 2003). These studies typically compare consumers' evaluation of products and services across two conditions: one in which participants actively engage in a coproduction task by completing a product kit or service device (co-production), and a second, in which participants have no part in the production but are directly exposed to the finished product or service (firm production).…”

Section: Review Of the Previous Co-production Literaturementioning

confidence: 99%

Engaging Customers in Coproduction Processes: How Value-Enhancing and Intensity-Reducing Communication Strategies Mitigate the Negative Effects of Coproduction Intensity

Haumann

Güntürkün

Schons

et al. 2015

Journal of Marketing

121

141

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Co-production offerings, in which customers engage in the production of goods and services, are ubiquitous in everyday life (e.g., ready-to-assemble products, self-service technologies).However, while previous research has predominately identified beneficial aspects of coproduction in contrast to traditional firm production, the pivotal role of co-production intensity within co-production processes has largely been neglected. Furthermore, little is known about strategies that firms can employ to positively influence customers' perceptions of co-production processes. Drawing on a large field experiment with 803 customers engaging in actual coproduction processes, the current study makes a first attempt to address these research voids.Results show that co-production intensity negatively affects customers' satisfaction with the coproduction process. Further, the study offers first insights into how firms can mitigate these negative effects by employing corporate communication strategies that either emphasize specific co-production value propositions (value-enhancing communication strategies) or highlight additional co-production service supplements (intensity-reducing communication strategies). The findings of the study offer important theoretical and managerial implications.

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“…Evidence shows that highly involved consumers are more willing to participate in product design and development decisions, particularly in the context of consumer co-creation (Atakan, Bagozzi, & Yoon, 2014;Etgar, 2008). The trend toward participation has also appeared in a medical context in terms of patients who increasingly engage in decisions about their medical treatment to satisfy their need for acting autonomously on their health (Delnoij & Hafner, 2013;Guadagnoli & Ward, 1998).…”

Section: Hypotheses Developmentmentioning

confidence: 99%

Patient empowerment: A cross-disease exploration of antecedents and consequences

Prigge

Dietz

Homburg

et al. 2015

International Journal of Research in Marketing

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Consumer participation in the design and realization stages of production: How self-production shapes consumer evaluations and relationships to products

Cited by 102 publications

References 51 publications

Co-creation in new product development: Which drivers of consumer participation?

Co-creation in new product development: Which drivers of consumer participation?

Engaging Customers in Coproduction Processes: How Value-Enhancing and Intensity-Reducing Communication Strategies Mitigate the Negative Effects of Coproduction Intensity

Patient empowerment: A cross-disease exploration of antecedents and consequences

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