Co-creation: The ‘P’ of Participation. How co-creation affects product and brand attitudes and behavioural intentions of non co-creative consumers.

TL;DRAbstract

The aim of this study is to investigate whether awareness of the fact that a product is developed in co-creation, affects product and brand evaluations. The potential of co-creation for a company is increasingly recognized. However, previous studies focus mainly on the internal effects of co-creation for the company, whereas external effects receive little attention. Co-creation might also affect the way products and brands are perceived in the marketplace. Data of 359 participants that evaluated manipulated advertisements through an online questionnaire is analysed. Co-creation is conceptualized using two dimensions: ‘involvement in co-creation’ (low or high) and ‘information about the co-creator’ (yes or no). Furthermore, a control group (no co-creation) is included. ‘Variety seeking behaviour’ and ‘self-congruity with the co-creator’ are selected as potential factors that might affect the relationship between the dimensions of co-creation and product and brand evaluations. The res

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