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.
Citation:
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.
Authors
Leigh Anne Donovan, Illinois State University, USA
Richard J. Lutz, University of Florida, USA
Volume
NA - Advances in Consumer Research Volume 44 | 2016
Share Proceeding
Featured papers
See MoreFeatured
Consumer Identity in the Flesh: Lactose Intolerance and the Erupting Body
Kushagra Bhatnagar, Aalto University, Finland
Jack Tillotson, Liverpool John Moores University
Sammy Toyoki, Aalto University, Finland
Featured
Charity Donors’ Response to Cause-Related Marketing: The Role of Attachment Styles
Sondes Zouaghi, Thema-Cergy University
Aïda Mimouni Chaabane, Thema-Cergy University
Featured
Brand’s Moral Character Predominates in Brand Perception and Evaluation
Mansur Khamitov, Nanyang Technological University, Singapore
Rod Duclos, Western University, Canada