Consumer Creativity in Co-Creation: the Interaction Between Default Product and Design Goal

Bo Chen, ESSEC Business School, France
Niek Althuizen, ESSEC Business School, France
Providing a default product in the co-creation process may influence the creativity of consumers’ outcome, and this effect may be dependent on their design goal. This paper explores the interaction effect between the provided default product and the activated design goal on consumer creativity in co-creation.
[ to cite ]:
Bo Chen and Niek Althuizen (2012) ,"Consumer Creativity in Co-Creation: the Interaction Between Default Product and Design Goal", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 1118-1118.