Understanding Co-Creation Through a Playbour Lens

We examine consumer-firm relationships in an online co-creation platform through the lens of “playbour”. Through this lens, we draw into question the dichotomous relationship between play and labour, suggesting that the two can co-exist in a way that makes co-creation relationships beneficial to both consumers and firms.



Citation:

Annetta Grant and Peter A. Dacin (2019) ,"Understanding Co-Creation Through a Playbour Lens", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 297-303.

Authors

Annetta Grant, Bucknell University, USA
Peter A. Dacin, Queens University, Canada



Volume

NA - Advances in Consumer Research Volume 47 | 2019



Share Proceeding

Featured papers

See More

Featured

O3. The Effect of Numeric Information on Product Evaluation

Zhen Yang, Drexel University, USA
Yanliu Huang, Drexel University, USA
Dengfeng Yan, University of Texas at San Antonio, USA

Read More

Featured

Major or Minor: When Foreign Language Increases Versus Decreases Cheating

Jia Gai, Erasmus University Rotterdam, The Netherlands
Stefano Puntoni, Erasmus University Rotterdam, The Netherlands

Read More

Featured

J10. Transnational Consumer Lifestyle

zahra Sharifonnasabi, Queen Mary University of London
Fleura Bardhi, City University of London, UK

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.