Effects of Consumer Co-Production on Perceived Authenticity of Consumption Experience and Input Product

Magne Supphellen, Norwegian School of Economics and Business Adm, Norway
Sigurd Troye, Norwegian School of Economics and Business Adm, Norway
This paper addresses the effects of consumer co-production (cooking) on perception of authenticity of product experience (taste of food) and input product (a Tikka Masala dinner toolkit). Two experiments were carried out that differed in terms of whether the co-production manipulation was based on scenario descriptions or real production activities. Only in the second study, where a random half of participants actually prepared the food, we observed significant effects on perceptions of authenticity for both product experience (taste) and input product. High domain involvement (involvement with cooking) was found to be boundary condition for these effects.
[ to cite ]:
Magne Supphellen and Sigurd Troye (2009) ,"Effects of Consumer Co-Production on Perceived Authenticity of Consumption Experience and Input Product", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 654-655.