17-F: a Little Knowledge Is a Dangerous Thing: When Co-Production Leads Consumers to Abandon a Firm For a Do-It-Yourself Alternative

Co-production research has primarily focused on the benefits of co-production to firms. We suggest that consumers who attribute a successful co-production experience to themselves are more likely to leave the firm for a do-it-yourself alternative. Firms can mitigate this effect by manipulating the type of employee feedback given to consumers.



Citation:

Christina Kuchmaner, Jennifer Wiggins, and Colin Campbell (2017) ,"17-F: a Little Knowledge Is a Dangerous Thing: When Co-Production Leads Consumers to Abandon a Firm For a Do-It-Yourself Alternative", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 1042-1042.

Authors

Christina Kuchmaner, Kent State University, USA
Jennifer Wiggins, Kent State University, USA
Colin Campbell, Kent State University, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



Share Proceeding

Featured papers

See More

Featured

K1. The Impact of Moral Violation and Advertising Appeals on Brand Attitude

Chunya Xie, Renmin University of China
En-Chung Chang, Renmin University of China
Beixi Wen, Renmin University of China

Read More

Featured

Is Warm Always Trusting? The Effect of Seasonality on Trustworthiness

Gretchen Wilroy, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
Simon Blanchard, Georgetown University, USA

Read More

Featured

Individual-level Carryover-Parameters in Reference-Price Models

Ossama Elshiewy, University of Goettingen, Germany
Daniel Guhl, Humboldt-University Berlin

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.