He Said, She Said: Managing Dissent in Co-Production

While previous research has noted that disputes can occur among consumers within the same community or between producers and consumers, we focus on the systems that communities develop for handling these disputes, and the strategies that consumers use for winning them. We find that the same tactics used to assert claims in these disputes can be inverted and used as tactics to contest or undermine claims. We also provide insight regarding the power implications of using each of these tactics, and regarding which tactics are more helpful or detrimental to the collaborative process.


Ashlee Humphreys and Kent Grayson (2008) ,"He Said, She Said: Managing Dissent in Co-Production", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 63-66.


Ashlee Humphreys, Northwestern University
Kent Grayson, Northwestern University


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Shared Values, Trust, and Consumers’ Deference to Experts

Samuel Johnson, University of Bath, UK
Max Rodrigues, DePaul University, USA
David Tuckett, University College London

Read More


When Lack of Belongingness Means Bad News for the Planet: The Consequences of Low Belonging on Ethical Product Purchases

Ainslie Schultz, Providence College
Kevin Newman, Providence College
Scott Wright, Providence College

Read More


Consumers' response to branded longevity

Anthony Moussa, Paris School of Business

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.