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

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