My Picture, My Product: Does Co-Creation of a Usage Experience Lead to Positive Consumer Outcomes?

Shanker Krishnan, Indiana University, USA
Arun Lakshmanan, SUNY Buffalo, USA
Lura Forcum, Indiana University, USA
Consumer co-creation is becoming a more common feature on retailers’ web sites. We investigate whether such sites’ transportation effects (versus cognitive elaboration effects) moderate the impact of image use. Using a commercial online service aimed at making collages using digital pictures, we find that the combination of narrative transportation and self-selected images can interfere with the formation of product attitudes and willingness to buy.
[ to cite ]:
Shanker Krishnan, Arun Lakshmanan, and Lura Forcum (2011) ,"My Picture, My Product: Does Co-Creation of a Usage Experience Lead to Positive Consumer Outcomes?", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 845-846.