Advertising Co-Created New Products: an Exploration of Consumer Responses and Success Contingencies

Co-created new products are increasingly popular but their failure rate is sobering; traditional advertising techniques may be inadequate to stimulate adoption. This qualitative study reveals that consumers responses are contingent upon eight aspects differently combining with a "made-with-consumers" claim and pertain to perceived claim veracity, brand integrity and action meaningfulness.


Fanny Cambier and Ingrid Poncin (2020) ,"Advertising Co-Created New Products: an Exploration of Consumer Responses and Success Contingencies", 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: 240-243.


Fanny Cambier, NEOMA Business School
Ingrid Poncin, Université Catholique de Louvain


NA - Advances in Consumer Research Volume 48 | 2020

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