JM Insights in the Classroom
Teaching Insights:
This research elevates the consumers role in co-creation from inventing to playing a role in driving sales through the creation of a mismatch communication strategy. It suggests that to maximize adoption, especially among novice customers, companies need to understand the authentic creation narrative and combine it with their own persuasive message to create a motivation mismatch strategy.
Access Classroom Lecture Slides
Related Marketing Courses:
Digital Marketing; Marketing Analytics; Marketing Strategy; Social Media Marketing 漍漍
Full Citation:
Colicev, Anatoli, Ashwin Malshe, Koen Pauwels, and Peter OConnor (2018), , Journal of Marketing, 82 (1), 3756.
Article Abstract:
Despite the growing popularity of co-creation approaches to innovation, the bottom-line results of these efforts continue to frustrate many firms. Marketing communications are one important tool in stimulating consumer adoption, yet marketers to date have not taken advantage of a unique phenomenon associated with many co-created innovations the presence of a genesis story in the words of the creator, which can be combined in different ways with traditional marketing messaging. Using mixed methods, we demonstrate a crossover effect in which a mismatch of the fundamental motivations behind authentic creation narratives and traditional persuasive messages enhances adoption of the co-created innovation. This effect is mediated by potential adopters self-referencing of their own stories about similar experiences or consumption episodes. Furthermore, the effect of a motivation mismatch strategy is attenuated for expert consumers. Finally, this motivation mismatch strategy triggers takeoff of co-created innovations. This research offers substantial implications for research on co-created innovation, narrative persuasion, and firm-generated and user-generated communication. It provides managers specific guidance on enhancing the success of co-creation programs through an integrated communications strategy.
Special thanks to and , Ph.D. candidates at Duke University, for their support in working with authors on submissions to this program.
Search other Insights in the Classroom
More from the Journal of Marketing漍漍漍漍
Anatoli Colicev is Assistant Professor of Marketing, Bocconi University, Italy.
Koen Pauwels is Professor of Marketing, Ozyegin University (Istanbul), and Associate Professor of Business Administration, Tuck School of Business, Dartmouth College.
