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
I10. Can Body Size Influence the Judgments of Warmth and Competence?
Trang Thanh Mai, University of Manitoba, Canada
Olya Bullard, University of Winnipeg
Luming Wang, University of Manitoba, Canada
Featured
That's Just Plain Creepy: Understanding Consumer Responses to Personalized Food Products That Resemble People
Freeman Wu, Vanderbilt University, USA
Adriana Samper, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Gavan Fitzsimons, Duke University, USA
Featured
P9. Gift Budget Adherence and Price Discounts
Yuna Choe, Texas A&M University, USA
Christina Kan, Texas A&M University, USA