Understanding the idea evaluation of consumers: which motives to participate in co-creation matter in the evaluation of creative ideas?
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Sustainability has become more and more important in recent years. A major factor in this importance is the sustainable development goals (SDGs) of the United Nations (UN). In order to protect the planet and end poverty, the UN created 17 SDGs for all countries to act urgently. This development has also consequences for businesses which requires that they need to create sustainable innovations which contribute to human needs and natural resources. However, these innovations could be created with the involvement of consumers: co-creation. An important matter in the co-creation process is the evaluation of ideas. Previous studies found that participants do not always perform well in evaluating ideas. Interestingly, the motives of individuals have an influence on their behaviour, which means that these motives could influence the performance in the accuracy of evaluating ideas. These motives can be intrinsic, internalised extrinsic, and extrinsic. Internalised extrinsic motives are social motives and knowledge motives whereas financial motives are extrinsic motives. This research explores whether participants’ motives to participate in co-creation are related to the evaluation accuracy of creative ideas. This study examined this by using a questionnaire involving participants of 18+ in the Netherlands. The results showed that two factors were extracted from the factor analysis: intrinsic motives and extrinsic motives and thus not the four expected factors. Regression analysis with polynomials showed that a quadratic effect was found for intrinsic motives in overall creativity and its dimensions. For extrinsic motives, the regression showed a negative linear and cubic effect for the dimension originality and a quadratic effect for the dimension feasibility.
Faculteit der Managementwetenschappen