How Causal Locus Affects Consumers’ Emotions When Co-Production Results Are Unsatisfactory?

Larissa Becker, Faculdade Meridional/Federal University of Rio Grande do Sul (UFRGS), Brazil
Natalia Pacheco, PhD Candidate at at Federal University of Rio Grande do Sul (UFRGS), Brazil
Vinicius Brei, Professor of Marketing (Chair Tramontina Eletrik) at Federal University of Rio Grande do Sul (UFRGS), Brazil
Consumer participation in the production process has many positive consequences, but what happens when the co-produced service turns out to be unsatisfactory? This working paper shows that co-production may reduce the self-serving bias by making consumers feel responsible for negative outcomes even when the failure causal locus is uncertain.
[ to cite ]:
Larissa Becker, Natalia Pacheco, and Vinicius Brei (2014) ,"How Causal Locus Affects Consumers’ Emotions When Co-Production Results Are Unsatisfactory?", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 772-772.