Consumer Attributions of Profit- and Customer Need-Driven Firm Motives in Coproduction Contexts

Today, many firms adopt business models that ascribe consumers a more active role in the production process. This research investigates how consumers draw inferences about firms’ underlying motives for offering such a coproduction business model and shows that two core motive attributions have diverging effects on relationship-marketing outcomes over time.


Pascal Baris Güntürkün, Till Haumann, Laura Marie Edinger-Schons, and Jan Wieseke (2020) ,"Consumer Attributions of Profit- and Customer Need-Driven Firm Motives in Coproduction Contexts", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 379-380.


Pascal Baris Güntürkün, Wirtschafts University, Austria
Till Haumann, South Westphalia University of Applied Sciences
Laura Marie Edinger-Schons, University of Mannheim, Germany
Jan Wieseke, University of Bochum


NA - Advances in Consumer Research Volume 48 | 2020

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