The effect of “co‐creation with consumers” claims on purchase intention: The moderating role of product category performance information

Abstract

This paper tests whether consumer co-creation claims affect consumer responses, given context information related to the product category performance. The hypothesis is that when there is negative context information related to the product category performance, those exposed to a product claiming co-creation, will have higher purchase intentions than those exposed to a product developed by the firm. Two experimental studies supported the paper's hypothesis. Negative context information about the product category performance would improve the evaluation of a product claiming co-creation in comparison to a product that does not. Results suggest that negative product category performance must be induced or evoked to increase the effect of a co-creation claim on purchase intention. These findings determine contextual boundaries for the co-creation with consumers claim effect as an advertising appeal, providing explanations based on Context Information theory. It is proposed and proved that the co-creation claim effect on purchase intention is moderated by the context information about the product category performance.

Digitális múlt, analóg jövő

“…(Henseler and Guerreiro, 2020) They help to develop products and services in a creative and innovative way, and build up a picture of customer expectations and habits. (Zuniga Huertas and Pergentino, 2020) The data extracted from conversions with the target group classified as experts (collectors, dedicated pen users, stationery dealers, geeks, etc.) were coded.…”

Are “co-created green initiatives” more appealing? Investigating the effects of green co-creation message in green restaurant promotion

“…The stimuli in this study were developed based on previous studies (Huertas & Pergentino, 2020;Van Dijk et al, 2014;Zhang et al, 2021). To prime different perceived green reputation of the restaurant, before taking the survey, one out of two scenarios of green reputation (high or low) was randomly showed to help participants engage in the experiment (Zhang et al, 2021).…”

“…Then an advertisement message (co-creation or firm-creation appeal) was randomly showed to each participant. The message types were manipulated through the main titles, subtitles, main contents, and closing sentences (Huertas & Pergentino, 2020;Van Dijk et al, 2014). For the co-creation message, the title shows "Harbor Place is committed to creating environmental value with customers like you", while the title for the firm-creation message was "Harbor Place is committed to creating environmental value for customers like you".…”

“…In the context of advertising, messages that describe the products co-designed with customers (co-creation appeal) are known to be more effective than those designed by companies only (firm-creation appeal; Fuchs & Schreier, 2012;Huertas & Pergentino, 2020;van Dijk et al, 2014). Co-creation appeals can lead to customers' positive attitudinal and behavioral reactions toward the brand by improving customers' involvement in the product design and delivery process and customers' perceptions of firm innovativeness (Costa & do Vale, 2018).…”