Why Consumers Engage in Virtual New Product Developments Initiated by Producers
Posted by Talia at 1:27 PM
In lecture, we have discussed the various forms of user innovation and consumer involvement. We have explored the different forms of user innovation, engaged in our own user innovation and discussed the different processes in which we do participate in. However, what is the underlying reason as to why we do it? What are the motivations? In class we touched on this topic a bit, but this article explores it much more and gives different insights on this idea.
This article (by Johann Füller at the University of Innsbruck) discusses the intrinsic and extrinsic motivations that consumers go through when participating in product development, as well as identifying eleven basic motivations felt by consumers. The article describes a study done to determine these motivations and outlines the results and their significance.
I found this article intriguing because I could identify with many of the motivations when I was completing my class exercises. As you read this article, think about what motivations you identified with most during the exercises you did (Jones Soda, Lego Design, Wikipedia, etc.). Enjoy!
Labels: Co-creation
Thanks Talia! Great article. I think it is interesting and noteworthy that intrinsic rewards are the strongest predictor of willingness to contribute. This is congruent with a large body of research which suggests that creativity is more likely to be enhanced by intrinsic motives such as a sense of satisfaction than for extrinsic motives such as a monetary reward. That is why we don't pay students for studying!