The Role of Perceived Control in Co-Production

Co-production refers to consumers’ involvement in producing and delivering a product/service. This paper examines the role of perceived control in co-production and its effect on consumers’ evaluations of products/services. Most of the past studies have viewed perceived control as a unidimensional construct and have emphasized its positive implications. Drawing from social psychology literature, a conceptual model is developed that depicts how different types of perceived control affect psychological responses (e.g., satisfaction) to co-production differently and how perceived control leads to both positive and negative outcomes for co-producers. Implications for encouraging consumers to co-produce are discussed.


Burcak Ertimur (2007) ,"The Role of Perceived Control in Co-Production", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 334-335.


Burcak Ertimur, University of California Irvine, USA


E - European Advances in Consumer Research Volume 8 | 2007

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