Developing a Better Understanding of Co-Creation: Consumers' Motivations to Create and the Underlying Processes

C. Page Moreau, University of Colorado, Boulder
Kelly Herd, University of Colorado, Boulder
Despite growth in the practice of mass customization/co-creation, empirical studies on the practice are scarce. There is little evidence documenting 1) the factors motivating the co-creation process and 2) the specific processes underlying the value creation that results from it. Thus, we designed three experiments to address these issues. Results from the first study reveal a three-way interaction between a creativity prime, the source of the design of the reference product, and the amount of instruction provided during the co-creation task. The two additional studies are designed to understand the processes underlying the results from Study 1.
[ to cite ]:
C. Page Moreau and Kelly Herd (2008) ,"Developing a Better Understanding of Co-Creation: Consumers' Motivations to Create and the Underlying Processes", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 927-927.