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Atypical Shifts Post-Failure: Influence of Co-creation on Attribution and Future Motivation to Co-create

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dc.contributor.author Sugathan, Praveen
dc.contributor.author Ranjan, Kumar Rakesh
dc.contributor.author Mulky, Avinash G.
dc.date.accessioned 2017-01-23T10:17:52Z
dc.date.available 2017-01-23T10:17:52Z
dc.date.issued 2017
dc.identifier.uri http://hdl.handle.net/2259/916
dc.description Kumar Rakesh Ranjan Indian Institute of Management Calcutta, India :: Avinash G Mulky Indian Institute of Management Bangalore, India en_US
dc.description.abstract This study investigates how the effect of the failure of co-created products or services influences: (a) internal attribution (i.e. the self) and external attribution (i.e. the firm), (b) customers’ expectancies of success, and (c) customers’ future motivation to co-create and contribute to recovery from failure. We use attribution theory and the attribution-expectancy framework to explain the theoretical relationships we advance and test our hypotheses in two independent experiments that stimulate co-creation through role-play and vignettes. The results show that customer co-creation shifts the attribution for failure to the self, resulting in atypical shifts in expectancy (increasing customers’ expectancy of future success and motivation to continue co-creating in the future). Our results suggest that utilizing customers’ efforts and skills in the co-creation of products and services can help firms to manage failure effectively. The implications of our findings on co-creation research and product and service failures are discussed, specific applications within the digital context are considered, and suggestions are offered for future research. en_US
dc.language.iso en en_US
dc.publisher Elsevier en_US
dc.subject Co-creation, failure en_US
dc.subject Attribution en_US
dc.subject Customer participation en_US
dc.subject Service recovery en_US
dc.subject Expectancy en_US
dc.title Atypical Shifts Post-Failure: Influence of Co-creation on Attribution and Future Motivation to Co-create en_US
dc.type Article en_US

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  • Journal Articles [40]
    This collection consists of published and nonpublished scolarly articles of IIMK Community.

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