Coopetition and Creativity in Idea Crowdsourcing: Investigating the Mediating Role of Emotional and Motivational Ambivalences
We investigate why coopetition-based idea crowdsourcing has a positive effect on consumers’ creativity. We study two potential mediators: emotional ambivalence, and motivational ambivalence. We found a significant indirect effect of motivational ambivalence. We contribute to the consumer research literature by introducing coopetition as a new model for engaging creative consumers.
Mehdi Elmoukhliss (2020) ,"Coopetition and Creativity in Idea Crowdsourcing: Investigating the Mediating Role of Emotional and Motivational Ambivalences", 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: 1211-1211.
Mehdi Elmoukhliss, TSM Research
NA - Advances in Consumer Research Volume 48 | 2020
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