Starjournal Quotation Schreier, Martin, Fuchs, Christoph, Dahl, Darren. 2012. "The innovation effect of user design": Exploring consumers' innovation perceptions offirms selling products designed by users. Journal of Marketing, 76 (5), 18-32.


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Abstract

The authors study consumer perceptions of firms that sell products designed by users. In contrast with the traditional design mode, in which professional designers employed by firms handle the design task, common design by users involves the firm's user community in creating new product designs for the broader consumer market. In the course of four studies, the authors find that common design by users does not decrease but actually enhances consumers' perceptions of a firm's innovation ability. This “innovation effect of user design” leads to positive outcomes with respect to purchase intentions, willingness to pay, and consumers' willingness to recommend the firm to others. The authors identify four defining characteristics of common design by users that underlie this innovation inference; namely, the number of consumers, the diversity of their background, the lack of company constraints, and the fact that consumer designers actually use the designed product all contribute in building positive perceptions. Finally, the authors identify consumer familiarity with user innovation and the design task's complexity as important moderators that create boundary conditions for the innovation effect of user design.

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Publication's profile

Status of publication Published
Affiliation WU
Type of publication Journal article
Journal Journal of Marketing
Citation Index SSCI
WU Journalrating 2009 A+
Starjournal Y
Language English
Title "The innovation effect of user design": Exploring consumers' innovation perceptions offirms selling products designed by users
Volume 76
Number 5
Year 2012
Page from 18
Page to 32
Reviewed? Y
DOI http://dx.doi.org/10.1509/jm.10.0462
Open Access N

Associations

People
Schreier, Martin (Details)
External
Dahl, Darren
Fuchs, Christoph
Organization
Marketing Management IN (Details)
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