It’s a consumer’s idea, you must like it: The efficacy of created-by-consumer cues in market communication

Carolin Stock and Heribert Gierl

Die Unternehmung - Swiss Journal of Business Research and Practice, 2015, vol. 69, issue 4, 371-395

Abstract: An increasing number of companies use the fact that the ideas for their new products are consumer-generated for communication purposes to affect purchase intentions. Prior research has found that the effectiveness of this measure is limited to products with low complexity and low potential to affect the social status of their users. We consider two additional factors that might restrict the effectiveness of created-by-consumer cues: product typicality and the presence of cues that indicate similarities between the consumers whom the company wants to buy the product and the consumer who created the idea for the product. Low product typicality was determined to be an important condition for the effectiveness of created-by-consumer cues.

Date: 2015
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DOI: 10.5771/0042-059X-2015-4-371

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Die Unternehmung - Swiss Journal of Business Research and Practice is currently edited by Prof. Dr. Artur Baldauf, Universität Bern, Prof. Dr. Manfred Bruhn, Universität Basel, Prof. Dr. Pascal Gantenbein, Universität Basel (geschäftsführend), Prof. Dr. Markus Gmür, Universität Fribourg, Prof. Dr. Klaus Möller, Universität St. Gallen, Prof. Dr. Günter Müller-Stewens, Universität St. Gallen, Prof. Dr. Dr. h.c. Margit Osterloh, Universität Zürich, Prof. Dr. Dieter Pfaff, Universität Zürich and Prof. Dr. Martin Wallmeier, Universität Fribourg

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