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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Always Trust in Your Friends? Cross-cultural Effects of Review Source and Incentives on Trustworthiness

Dionysius Ang, Leeds University Business School

Read More

Featured

G6. Brightness Increases More Positive Views of Humanity and Prosocial Behavior of People Low in Moral Identity Internalization

Jun Yan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada

Read More

Featured

Want to Stick to Your Goals? Think about “Dissimilar” Alternatives that You’ve Forgone!

Hye-young Kim, University of Chicago, USA
Oleg Urminsky, University of Chicago, USA

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.