13G the Mechanisms Underlying the Effect of Expected Effort on Willingness to Cocreate

New technologies create a knowledgeable consumer base for the consumer-firm cocreation of market offerings. Experimental results supported two mechanisms underlying the effect of expected effort on consumers’ willingness to cocreate: perceived probability of success and perceived value of cocreation. More importantly, this research discussed the relationship between these mechanisms.


Xianfang Zeng and Mehdi Mourali (2019) ,"13G the Mechanisms Underlying the Effect of Expected Effort on Willingness to Cocreate", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 1003-1003.


Xianfang Zeng, University of Calgary, Canada
Mehdi Mourali, University of Calgary, Canada


NA - Advances in Consumer Research Volume 47 | 2019

Share Proceeding

Featured papers

See More


Alternative Worldviews on Human – Nonhuman Relations: The Turkish Case

N. Alican Mecit, HEC Paris, France
tina m. lowrey, HEC Paris, France

Read More


J12. The Influence of Pet-Ownership on Consumer Behavior

Lei Jia, Ohio State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Yuwei Jiang, Hong Kong Polytechic University

Read More


I7. Male Spokespeople: Antecedents and Consequences of Social Comparison

Hsuan-Yi Chou, National Sun Yat-sen University
Xing-Yu (Marcos) Chu, Nanjing University
Chieh-Wen Cheng, National Sun Yat-sen University

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.