An emerging stream of research explores the effects of involving consumers during new product development. Yet, in recent years firms have started to cocreate products with multiple types of
The integration of external stakeholders in firms’ NPD process has found increasing interest in business research and practice. Central to this topic are virtual innovation communities managed by
Originality appeals are ubiquitously applied in marketing campaigns. However, the effect of originality on preference is still not well understood. In a series of 3 studies, the authors examine the
Across 4 studies, we assess both what (time vs. money) and to whom (a sad/empathetic target vs. a happy/less empathy-provoking target) consumers are asked to give, showing communal (vs. agentic)
Subjective financial deprivation (SFD) is a psychological discomfort emerging from social ascendant comparison and/or from the perception of a loss of buying power in comparison with a salient period