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Customers' Emotions and Openness to Product Co-Creation: An Empirical Analysis Based on EEG Data

Author

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  • Konrad Biercewicz
  • Malgorzata Wiscicka-Fernando

Abstract

Purpose: The aim of this paper is to identify the emotions and engagement of customers versus their openness to product co-creation. The research was conducted among users of a computer game. Design/Methodology/Approach: The study used high-tech methods EEG (electroencephalography) and a virtual environment, as well as a questionnaire. The research aims to investigate the customer emotions of the players - their engagement in testing the product and their openness to product co-creation. Findings: The authors identified two groups of customers and proposed a simplified condition for testing openness to product co-creation. The study's sample size was small and may not represent the entire population. Only one game-type product was examined. Practical implications: The study's findings have practical implications for practitioners in product co-creation, product development, and creating a relationship with customers. For example, the simplified condition can be used for the development of the customer group which is open to co-create the product. Originality value: The research provided insights into the relationship between emotions and player engagement during the game and the determination of openness to product co-creation with the customer.

Suggested Citation

  • Konrad Biercewicz & Malgorzata Wiscicka-Fernando, 2023. "Customers' Emotions and Openness to Product Co-Creation: An Empirical Analysis Based on EEG Data," European Research Studies Journal, European Research Studies Journal, vol. 0(2), pages 49-69.
    • Handle: RePEc:ers:journl:v:xxvi:y:2023:i:2:p:49-69
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    References listed on IDEAS

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    More about this item

    Keywords

    Product co-creation; customer; emotion; EEG; gaming.;
    All these keywords.

    JEL classification:

    • C90 - Mathematical and Quantitative Methods - - Design of Experiments - - - General
    • D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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