The influence of voting systems on satisfaction with the outcome and attitude
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2019-02-26
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en
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Abstract
Co-creation is common practice these days. In order to be able to keep creating value for their consumers, companies are more and more engaging in co-creation with their consumers. They try to do this in numerous ways, one of which is by organizing co-creation contests. With these contests they provide their consumers with the power to vote for what new product they would like to see produced.
This research tries to examine in what way such a contest should best be designed in order to achieve a more positive attitude towards the company that organized the contest after the results of the vote. This was done by comparing a plurality voting system to a preferential voting system and how they influence voter’s satisfaction with the outcome of the vote. Next to that, the influence on preference match on satisfaction with the outcome of the vote was researched, as well as the influence of satisfaction with the outcome of the vote on attitude towards the company that organized the contest.
If was expected that voters would show higher satisfaction with outcome of the vote when they voted by means of a preferential voting system and experienced a preference match. Also, when voter’s satisfaction with the outcome of the vote wash high, it was expected that voters would also have a more positive attitude towards that company.
Results, however, showed that voting by means of a plurality voting system induces higher feeling of satisfaction with the outcome of the vote compared to a preferential voting system. Furthermore, when the voter experienced a preference match, that voter also experienced higher satisfaction with outcome of the vote. Lastly, when voters where satisfied with the outcome of the vote, they also had a more positive attitude towards the company that organized that contest.
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Faculteit der Managementwetenschappen