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

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.



Citation:

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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 772-772.

Authors

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



Volume

NA - Advances in Consumer Research Volume 42 | 2014



Share Proceeding

Featured papers

See More

Featured

The Dark Side of Luxury: The Social Costs of Conspicuous Consumption

Christopher Cannon, Northwestern University, USA
Derek Rucker, Northwestern University, USA

Read More

Featured

Speaking ill of Others: When Negatively-Valenced Gossip Fosters Social Connection

Alixandra Barasch, New York University, USA
Jonathan Zev Berman, London Business School, UK
Heeyoung Yoon, New York University, USA

Read More

Featured

How Categories Transform Markets through Non-Collective, Non-Strategic Collaboration

Pierre-Yann Dolbec, Concordia University, Canada
Shanze Khan, Concordia University, Canada

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.