Co-Creation and Co-Production of Value: Competition Amongst Subcultures of Consumption

What happens when different subcultures both love a brand but for very different and often mutually exclusive reasons? This research investigates what happens when these subcultures acknowledge each other’s presence, interact and influence each other’s enjoyment of the product, and ultimately attempt to influence the evolution of the product. Link: https://vimeo.com/49017946 Password: acr2012



Citation:

Jacob Hiler (2012) ,"Co-Creation and Co-Production of Value: Competition Amongst Subcultures of Consumption", 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: 1083-1083.

Authors

Jacob Hiler, Louisiana State University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



Share Proceeding

Featured papers

See More

Featured

P7. Consumer Evaluations of Sale Prices: The Role of the Spatial Representation of Time

Yaeeun Kim, Temple University, USA
Joydeep Srivastava, Temple University, USA

Read More

Featured

My Experience or My Expectations: The Effect of Expectations as Reference Points on Willingness to Recommend Experiential Purchases

Stephanie Tully, University of Southern California, USA
Amar Cheema, University of Virginia, USA
On Amir, University of California San Diego, USA
Davide Proserpio, University of Southern California, USA

Read More

Featured

Trust in Doubt: Co-Chair's Invited Panel

Adam Berinsky, Massachusetts Institute of Technology, USA
John Gray, MentionMapp.com
Andre Spicer, City University of London, UK

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.