Beware of Sore Losers! Crowdsourcing Might Have Backfiring Effects Among Participants

Tatiana Karpukhina, Martin Schreier, Chris Janiszewksi and Hidehiko Nishikawa

Marketing Review St.Gallen, 2022, vol. 39, issue 6, 22-28

Abstract: This research identifies a surprising downside of crowdsourcing: Those participants whose ideas are not selected disengage from the brand after having learned about the outcome. From this perspective, crowdsourcing might better be framed as a communal effort rather than a competition.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:zbw:hsgmrs:279709

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