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

Share Proceeding

Featured papers

See More


Ritual Scholarship in Marketing: Past, Present and Future

Cele Otnes, University of Illinois at Urbana-Champaign, USA
Linda Tuncay Zayer, Loyola University Chicago, USA
Robert Arias, University of Illinois at Urbana-Champaign, USA
Arun Sreekumar, University of Illinois at Urbana-Champaign, USA

Read More


Less Time, More Procrastination? The Impact of Time Pressure on Task Initiation

Jing Jiang, Renmin University of China
Alisa Yinghao Wu, Columbia University, USA

Read More


P4. Consistent Price Endings Increase Consumers Perceptions of Cheapness

Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education

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.