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


Personal Budgeting: Does It Work?

Christina Kan, Texas A&M University, USA
Philip M. Fernbach, University of Colorado, USA
John Lynch, University of Colorado, USA

Read More


Preferences for Insight and Effort Differ across Domains and Audiences

Gaetano Nino Miceli, University of Calabria
Irene Scopelliti, City University of London, UK
Maria Antonietta Raimondo, University of Calabria

Read More


Brand’s Moral Character Predominates in Brand Perception and Evaluation

Mansur Khamitov, Nanyang Technological University, Singapore
Rod Duclos, Western University, Canada

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.