A Typology of Crowdsourcing Participation Styles

What motivates individuals to participate in collective creativity and what ends do they seek? What are different motives for participating? We propose a typology of participation styles through a study of two prosumption communities: Threadless.com and Montreal Couture. We then provide guidelines for managers who wish to implement a crowdsourcing project.


Eric Martineau and Zeynep Arsel (2012) ,"A Typology of Crowdsourcing Participation Styles", 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.


Eric Martineau, Concordia University, Canada
Zeynep Arsel, Concordia University, Canada


NA - Advances in Consumer Research Volume 40 | 2012

Share Proceeding

Featured papers

See More


Understanding the Framing of Recommendations

Jia Gai, Erasmus University Rotterdam, The Netherlands
Anne-Kathrin Klesse, Erasmus University Rotterdam, The Netherlands

Read More


I'm Scared, Want to Listen? Fear's Influence on Self-Disclosure

Anupama Mukund Bharadwaj, University of Washington, USA
Lea Dunn, University of Washington, USA
Joey Hoegg, University of British Columbia, Canada

Read More


The Inimical Lure of Intense Means

Jordan Etkin, Duke University, USA
Szu-chi Huang, Stanford University, USA

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.