Consumer Co-Creations: Understanding Disappointment With Co-Created Products

Close brand relationships and consumer co-creation opportunities are usually positive for consumers and companies. However, not all co-creation experiences are successful and positive. We explore the ‘dark’ side of consumer co-creation and the negative reactions, such as embarrassment and failure attribution, felt by consumers and how they can impact self-esteem.


Leigh Anne Donovan and Richard J. Lutz (2016) ,"Consumer Co-Creations: Understanding Disappointment With Co-Created Products ", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 429-430.


Leigh Anne Donovan, Illinois State University, USA
Richard J. Lutz, University of Florida, USA


NA - Advances in Consumer Research Volume 44 | 2016

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