‘The importance of an individual’s emotional state and product attachment in a co-creation context’
Keywords
Loading...
Authors
Issue Date
2023-07-03
Language
en
Document type
Journal Title
Journal ISSN
Volume Title
Publisher
Title
ISSN
Volume
Issue
Startpage
Endpage
DOI
Abstract
Open innovation has become increasingly important in recent years. Organizations start with extending their organizational boundaries, including external partners in their value process by inviting participants to co-create. This process starts with idea generation, followed by idea evaluation. Evaluations are crucial for successful innovations and will increase firm performance. However, lack of participation by customers hinders it success. By analyzing which consumer is more willing to participate in the evaluation stage, based on their emotional state and level of product attachment, organizations can use this knowledge to their advantage, finding more participants to evaluate ideas from idea generation, increasing evaluation of products, positively influencing the success and flow of the evaluation process. Thus, the purpose of this research is to analyze the relationship between emotional state and willingness to participate, moderated by product attachment.
The results of this research show that product attachment does not moderate the effect of emotional state on willingness to participate. However, the results show a significant main effect of product attachment on willingness to participate. Furthermore, the results of the manipulation of emotional state in this experiment do not align with expectations. Due to this, this research has limited practical implications and can only provide an indication. This research contributes to the literature by focusing on the influence of product attachment and the focus on idea evaluation, which have both been researched less compared to brand attachment and idea generation.
Description
Citation
Supervisor
Faculty
Faculteit der Managementwetenschappen