How do activated people react? An assessment of how people are activated and how they react to deviant content in ideation contests!
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2019-07-11
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en
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This thesis examined the effects of deviance on activation mechanisms (arousal, sense of community and affection with the contest) and behavioral reactions within the context of ideation contests. A scenario-based experimental design was applied to answer the research questions in which people had to fill in a questionnaire after confrontation with a scenario. Deviant content did influence arousal (when moderated) and sense of community, however, only arousal and affection with the contest influenced behavioral reactions. Thus, affection with the contest and especially arousal (when moderated) can be regarded as activation mechanisms in this context. Further, people reacted differently when confronted with constructive or destructive contributions. They were more likely to react both positively and negatively when confronted constructive deviant content, but only more likely to react negatively when confronted with destructive deviant content. Besides, people reacted earlier through social media than negative (within the contest) when facing positive deviant content. Possibly because it is less personal. These findings contribute to literature on deviance, marketing and (open) innovation as well as behavioral reactions and reciprocity. Furthermore, it provides insights about dealing with posted reactions in ideation contests in order to ensure positive outcomes, which could be interesting for (innovation managers).
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Faculteit der Managementwetenschappen