Co-producing with consumers: how varying levels of control and co-production impact affect
Jennifer Stevens,
Carol L. Esmark (),
Stephanie M. Noble and
Na Young Lee
Additional contact information
Jennifer Stevens: Mississippi State University
Carol L. Esmark: Mississippi State University
Stephanie M. Noble: University of Tennessee
Na Young Lee: University of Tennessee
Marketing Letters, 2017, vol. 28, issue 2, No 1, 187 pages
Abstract:
Abstract As companies continue to utilize co-production (customer participation in product or service creation) strategies with consumers, academic researchers have expanded their study on issues related to co-production. However, research has been scant on the issue of control in such situations. The underlying belief in increasing customer participation and involvement is it increases customers’ perceived control, thereby enhancing their experience and outcomes; this belief creates the necessity for further examination of control in co-production environments. This study examines consumers’ affective responses to differing levels of three types of control (cognitive, behavioral, and decisional) in low and high co-production conditions. Using two experimental contexts and one survey study, the results show increasing cognitive control will increase affect when co-production is low. Behavioral control can negatively or positively influence affect depending on specific situational contexts and perceptions of customization in low co-production conditions. Lastly, decisional control is found to be an important positive contributor to affect regardless of co-production level. Theoretical and practical implications are discussed.
Keywords: Co-production; Customer control; Reactance theory; Decision; Behavior; Cognitive (search for similar items in EconPapers)
Date: 2017
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (2)
Downloads: (external link)
http://link.springer.com/10.1007/s11002-016-9413-2 Abstract (text/html)
Access to full text is restricted to subscribers.
Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.
Export reference: BibTeX
RIS (EndNote, ProCite, RefMan)
HTML/Text
Persistent link: https://EconPapers.repec.org/RePEc:kap:mktlet:v:28:y:2017:i:2:d:10.1007_s11002-016-9413-2
Ordering information: This journal article can be ordered from
http://www.springer. ... etailsPage=societies
DOI: 10.1007/s11002-016-9413-2
Access Statistics for this article
Marketing Letters is currently edited by Joel Steckel and Peter Golder
More articles in Marketing Letters from Springer
Bibliographic data for series maintained by Sonal Shukla () and Springer Nature Abstracting and Indexing ().