Quotation Güntürkün, Baris Pascal, Haumann, Till, Schons, Laura Marie, Wieseke, Jan. 2017. Customers’ Motive Attributions in Coproduction Contexts. In ANZMAC 2017 Marketing for Impact, Conference Proceedings, Hrsg. Australian & New Zealand Marketing Academy, 38-38. Melbourne, Australia: None.




Marketing scholars and practitioners emphasize the importance of two benefits associated with the engagement of customers in coproduction: (1) higher profits and (2) better satisfaction of customer needs. However, previous research has neglected to investigate how attributions of these coproduction motives shape customers’ attitudes and behavior towards the firm. In light of this neglect, the authors develop a conceptual framework to investigate how customers’ attributions of profit- and customer need-driven coproduction motives affect important marketing outcomes over time. Results from latent growth analyses of longitudinal data comprising information from more than 12,000 customers show divergent effects of both motive attributions that follow different temporal patterns: Whereas the favorable effects of need-driven motive attributions decrease over time, the detrimental effects of profit-driven motive attributions remain highly persistent. The study further reveals how companies can shape customers’ motive attributions by managing the degree of intensity and freedom of design of coproduction offerings.


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Status of publication Published
Affiliation WU
Type of publication Contribution to conference proceedings
Language English
Title Customers’ Motive Attributions in Coproduction Contexts
Title of whole publication ANZMAC 2017 Marketing for Impact, Conference Proceedings
Editor Australian & New Zealand Marketing Academy
Page from 38
Page to 38
Location Melbourne, Australia
Year 2017
URL https://anzmac.wildapricot.org/Conference-Proceedings


Güntürkün, Baris Pascal (Details)
Haumann, Till (University of Bochum, Germany)
Schons, Laura Marie (University of Mannheim, Germany)
Wieseke, Jan (University of Bochum, Germany)
Marketing DP (Details)
Research areas (ÖSTAT Classification 'Statistik Austria')
5315 Commercial science (Details)
5320 Marketing (Details)
5321 Market research (Details)
5532 Applied psychology (Details)
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