Consumer Co-Creation as an Experience: what are the Dimensions at Stake in an Ideation Challenge?

Co-creation in innovation processes/projects is now a widespread phenomenon. It aims at ending-up with more valuable ideas, and enhancing market acceptance, As a consequence, ideation platforms such as Local Motors or E-Yeka, for example, achieve greater and greater success. Based on co-creation theory, we reassessed this approach introducing the experience view. The purpose of this research is to get a better understanding of the co-creation process from the consumer side, exploring the co-creation process as an experience and identifying its dimensions. An interpretative qualitative study is performed with 19 semistructured interviews. The ideation contest key dimensions resulting from this study are hedonic/hedonism, utilitarian/ utility, time pass/amount of time spent, social, and design experience perception. finally, we present the theoretical and managerial implications.