The Great Debate: Peer Feedback versus Firm Feedback in Ideation Contests
Keywords
Loading...
Authors
Issue Date
2023-07-06
Language
en
Document type
Journal Title
Journal ISSN
Volume Title
Publisher
Title
ISSN
Volume
Issue
Startpage
Endpage
DOI
Abstract
The purpose of this study is to examine the effects of two types of feedback, peer and firm, on the continuance intention of consumers in an ideation contest. An experiment is conducted using a hypothetical furniture store hosting an ideation contest with feedback. There are four different scenarios with different types of feedback: no feedback (control group), peer feedback, firm feedback, and both types of feedback. The findings show that there is an interaction effect between peer feedback and firm feedback, showing that their effect on the continuance intention of the participants cannot be studied in isolation. By studying both types of feedback in one study and comparing their effects, it can be concluded that peer feedback is the most influential on continuance intention when firm feedback is absent. This finding contributes to debate in the existing literature about which type of feedback is more influential to continuance intention. Moreover, firms benefit from the study in that they should focus on enabling peer feedback in their ideation contests, instead of providing peer feedback. Future studies could investigate whether these findings are only applicable to the furniture industry, or if they are generalizable to other industries.
Description
Citation
Supervisor
Faculty
Faculteit der Managementwetenschappen