Experiential response and intention to purchase in the co-creative consumption of music: the Nine Inch Nails experiment

Jean-Julien Aucouturier (), Marketa Fujita and Hiroko Sumikura
Additional contact information
Jean-Julien Aucouturier: Equipe Perception et design sonores - STMS - Sciences et Technologies de la Musique et du Son - IRCAM - Institut de Recherche et Coordination Acoustique/Musique - UPMC - Université Pierre et Marie Curie - Paris 6 - CNRS - Centre National de la Recherche Scientifique
Marketa Fujita: Temple University [Philadelphia] - Pennsylvania Commonwealth System of Higher Education (PCSHE)
Hiroko Sumikura: Temple University [Philadelphia] - Pennsylvania Commonwealth System of Higher Education (PCSHE)

Post-Print from HAL

Abstract: Customers allowed to co-create products are more willing to purchase them eventually, because of their utilitarian but also their hedonic and experiential value. Experiential responses seem especially relevant in the co-creative consumption of cultural and intangible goods, such as music. To examine how such intangible aspects of co-creation can influence a consumer's intention to purchase, we let two groups of participants rate their experience consuming music in either a traditional or co-creative way, in an experimental situation inspired by the work of American rock band Nine Inch Nails. Participants in the traditional group had to passively watch a series of music video; participants in the co-creative group were tasked to produce a video montage using the same material. In the traditional group, purchase intention was predicted by music quality, mediated by willingness to re-experience; in the co-creative group however, purchase intention was only predicted by the consumers' experiential response, with no mediation of either music quality or willingness to re-experience. Additionally, the overall experiential response to music was lower in the co-creative group than in the traditional group, leading to lower intention to purchase. These results suggest that co-created value for intangible goods is predicted at least as much by the consumers' experiential response as by their evaluation of product quality. It also suggests that there is nothing systematically positive in having consumers participate in the co-production of intangible goods, and that research is needed to identify the factors predicting the perceived quality of a co-creative experience.

Keywords: co-creation; hedonic; experiential; music; NA (search for similar items in EconPapers)
Date: 2015
Note: View the original document on HAL open archive server: https://hal.science/hal-01107164v2
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (1)

Published in Journal of Consumer Behaviour, 2015, 14 (4), pp.219-227. ⟨10.1002/cb.1510⟩

Downloads: (external link)
https://hal.science/hal-01107164v2/document (application/pdf)

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:hal:journl:hal-01107164

DOI: 10.1002/cb.1510

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().