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.
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.
Lagnajita Chatterjee, University of Illinois at Chicago, USA
David Gal, University of Illinois at Chicago, USA
NA - Advances in Consumer Research Volume 46 | 2018
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