Hard Work: Unanticipated Collaboration in Co-creation Processes

Gry Høngsmark Knudsen and Yun Mi Antorini

Journal of the Association for Consumer Research, 2021, vol. 6, issue 4, 435 - 446

Abstract: In this article, we ask the question how individuals and the community share the burden of work tasks during prolonged co-creation processes. Building on theories of user community, co-creation, and work, we analyze the LEGO Ideas co-creation platform and the user interactions around co-creation projects. Our analysis contributes to the understandings of work in co-creation processes, and it expands our understanding of consumer fatigue in collaborative communities. We argue that even when the reward is individual, the community’s share in the achievement is important as more than affectual work. This is because the community performs tasks such as promoting and marketing projects and employing digital skills such as video or software renderings. Furthermore, we argue that creating a shared feeling of project value, even when a project is not approved by the company is important for maintaining participation in co-creation communities, because community empathy and care are not sufficient in such cases.

Date: 2021
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