H11. Not For Me: Identity Needs and Consumer Interest in Different Types of Co-Creation
This research investigates the influence of identity needs on choices between different product designing routes (e.g. self-customization, crowdsourcing). Two experimental studies explore the influence of uniqueness and assimilation needs of individual consumers on selection of different product-designing formats. In future the role of moderating factors like expertise will be explored.
Citation:
Lagnajita Chatterjee and David Gal (2018) ,"H11. Not For Me: Identity Needs and Consumer Interest in Different Types of Co-Creation", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 902-902.
Authors
Lagnajita Chatterjee, University of Illinois at Chicago, USA
David Gal, University of Illinois at Chicago, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
Sizes are Gendered: Impact of Size Cues in Brand Names on Brand Stereotyping
Kuangjie Zhang, Nanyang Technological University, Singapore
Shaobo (Kevin) Li, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
Featured
When Too much “I” is Bad for “Us”: The Detrimental Effect of Selfie on Self -Brand Connection.
MEHAK BHARTI, Nanyang Technological University, Singapore
Sharon Ng, Nanyang Technological University, Singapore
Featured
Does a Blurry Background Make a High Roller? The Effects of Blurry versus Sharp Backgrounds on Consumers’ Risk-Taking Behavior
Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore