IDEAS home Printed from https://ideas.repec.org/a/kap/mktlet/v28y2017i2d10.1007_s11002-016-9413-2.html
   My bibliography  Save this article

Co-producing with consumers: how varying levels of control and co-production impact affect

Author

Listed:
  • Jennifer Stevens

    (Mississippi State University)

  • Carol L. Esmark

    (Mississippi State University)

  • Stephanie M. Noble

    (University of Tennessee)

  • Na Young Lee

    (University of Tennessee)

Abstract

As companies continue to utilize co-production (customer participation in product or service creation) strategies with consumers, academic researchers have expanded their study on issues related to co-production. However, research has been scant on the issue of control in such situations. The underlying belief in increasing customer participation and involvement is it increases customers’ perceived control, thereby enhancing their experience and outcomes; this belief creates the necessity for further examination of control in co-production environments. This study examines consumers’ affective responses to differing levels of three types of control (cognitive, behavioral, and decisional) in low and high co-production conditions. Using two experimental contexts and one survey study, the results show increasing cognitive control will increase affect when co-production is low. Behavioral control can negatively or positively influence affect depending on specific situational contexts and perceptions of customization in low co-production conditions. Lastly, decisional control is found to be an important positive contributor to affect regardless of co-production level. Theoretical and practical implications are discussed.

Suggested Citation

  • Jennifer Stevens & Carol L. Esmark & Stephanie M. Noble & Na Young Lee, 2017. "Co-producing with consumers: how varying levels of control and co-production impact affect," Marketing Letters, Springer, vol. 28(2), pages 171-187, June.
  • Handle: RePEc:kap:mktlet:v:28:y:2017:i:2:d:10.1007_s11002-016-9413-2
    DOI: 10.1007/s11002-016-9413-2
    as

    Download full text from publisher

    File URL: http://link.springer.com/10.1007/s11002-016-9413-2
    File Function: Abstract
    Download Restriction: Access to full text is restricted to subscribers.

    File URL: https://libkey.io/10.1007/s11002-016-9413-2?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. James A. Fitzsimmons, 1985. "Consumer Participation and Productivity in Service Operations," Interfaces, INFORMS, vol. 15(3), pages 60-67, June.
    2. Elizabeth Gelfand Miller & Barbara E. Kahn & Mary Frances Luce, 2008. "Consumer Wait Management Strategies for Negative Service Events: A Coping Approach," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(5), pages 635-648, August.
    3. Hui, Michael K & Bateson, John E G, 1991. "Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 174-184, September.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Claudiu-Catalin Munteanu & Adina Cristea, 2021. "A Methodological Approach for the Journey through Real-Time Marketing: From Customer Journey Analytics to Personalization Engines," Ovidius University Annals, Economic Sciences Series, Ovidius University of Constantza, Faculty of Economic Sciences, vol. 0(2), pages 849-855, December.
    2. Lee, Garim & Kim, Hye-Young, 2024. "Human vs. AI: The battle for authenticity in fashion design and consumer response," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Zhou, Yuanyuan & Tsang, Alex S.L. & Huang, Minxue & Zhou, Nan, 2014. "Does delaying service-failure resolution ever make sense?," Journal of Business Research, Elsevier, vol. 67(2), pages 159-166.
    2. Stefan Meinzer & Johann Prenninger & Patrick Vesel & Johannes Kornhuber & Judith Volmer & Joachim Hornegger & Björn M. Eskofier, 2016. "Translating satisfaction determination from health care to the automotive industry," Service Business, Springer;Pan-Pacific Business Association, vol. 10(4), pages 651-685, December.
    3. Chaudhuri, Arjun & Ligas, Mark, 2009. "Consequences of Value in Retail Markets," Journal of Retailing, Elsevier, vol. 85(3), pages 406-419.
    4. Poushneh, Atieh, 2021. "Impact of auditory sense on trust and brand affect through auditory social interaction and control," Journal of Retailing and Consumer Services, Elsevier, vol. 58(C).
    5. Park, Soobeen & Zhang, Shaoqing, 2019. "A pilot study of circulation layout based on perceived retail crowding," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 305-315.
    6. Otterbring, Tobias & Folwarczny, Michał, 2024. "Social validation, reciprocation, and sustainable orientation: Cultivating “clean†codes of conduct through social influence," Journal of Retailing and Consumer Services, Elsevier, vol. 76(C).
    7. Ivan Fedorenko & Pierre Berthon, 2017. "Beyond the expected benefits: unpacking value co-creation in crowdsourcing business models," AMS Review, Springer;Academy of Marketing Science, vol. 7(3), pages 183-194, December.
    8. Uhrich, Sebastian, 2011. "Explaining non-linear customer density effects on shoppers’ emotions and behavioral intentions in a retail context: The mediating role of perceived control," Journal of Retailing and Consumer Services, Elsevier, vol. 18(5), pages 405-413.
    9. Magali Muraro & Karine Cissé -Depardon, 2015. "Proposition d'une échelle de mesure de l'état de désorientation du consommateur dans le domaine de la santé alimentaire," Post-Print hal-02587231, HAL.
    10. Turner, Frances & Merle, Aurélie & Gotteland, David, 2020. "Enhancing consumer value of the co-design experience in mass customization," Journal of Business Research, Elsevier, vol. 117(C), pages 473-483.
    11. Massara, Francesco & Liu, Sandra S. & Melara, Robert D., 2010. "Adapting to a retail environment: Modeling consumer-environment interactions," Journal of Business Research, Elsevier, vol. 63(7), pages 673-681, July.
    12. Yalch, Richard F. & Spangenberg, Eric R., 2000. "The Effects of Music in a Retail Setting on Real and Perceived Shopping Times," Journal of Business Research, Elsevier, vol. 49(2), pages 139-147, August.
    13. Puligadda, Sanjay & Ross, William T. & Chen, Jinjie & Howlett, Elizabeth, 2012. "When loyalties clash purchase behavior when a preferred brand is stocked out: The tradeoff between brand and store loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 19(6), pages 570-577.
    14. Naveed Mushtaq & Muhammad Asim & Mohsin Raza Khan & Tanveer Illahi & Abdul Qayyum, 2021. "Impact Of Employee Displayed Emotion On Perceived Waiting Time Of Clients Among Islamic Banks Of Paksitan," Bulletin of Business and Economics (BBE), Research Foundation for Humanity (RFH), vol. 10(1), pages 99-113, March.
    15. Babin, Barry J. & Darden, William R. & University, Louisiana State & Shreveport & Lousiana & Babin, Laurie A., 1998. "Negative Emotions in Marketing Research: Affect or Artifact?," Journal of Business Research, Elsevier, vol. 42(3), pages 271-285, July.
    16. Sara Hanson & Hong Yuan, 2018. "Friends with benefits: social coupons as a strategy to enhance customers’ social empowerment," Journal of the Academy of Marketing Science, Springer, vol. 46(4), pages 768-787, July.
    17. Ward, James C. & Barnes, John W., 2001. "Control and affect: the influence of feeling in control of the retail environment on affect, involvement, attitude, and behavior," Journal of Business Research, Elsevier, vol. 54(2), pages 139-144, November.
    18. Haibing Gao & Subodha Kumar & Yinliang (Ricky) Tan & Huazhong Zhao, 2022. "Socialize More, Pay Less: Randomized Field Experiments on Social Pricing," Information Systems Research, INFORMS, vol. 33(3), pages 935-953, September.
    19. Muñoz-Seca, Beatriz, 2011. "A business model for cultural services: Joint design and production of a customer experience," IESE Research Papers D/941, IESE Business School.
    20. Liang, Chih-Chin & Yu, Annie Pei-I & Le, Thi Hong, 2021. "Customers focus and impulse buying at night markets," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:kap:mktlet:v:28:y:2017:i:2:d:10.1007_s11002-016-9413-2. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Sonal Shukla or Springer Nature Abstracting and Indexing (email available below). General contact details of provider: http://www.springer.com .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.