How to Better Motivate Customers to Participate in the Self-Design Process: A Conceptual Model in Underlying Self-Congruence Mechanism
The voluntary shift of responsibility from the producer to the consumer is one feature of self-design activities. Past research emphasizes the economic gains of such customer co-creation. However, the psychological mechanism underlying customer co-creation behavior is still not fully understood. Not...
| Main Authors: | , , |
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| Format: | Article |
| Language: | English |
| Published: |
Frontiers Media S.A.
2020-08-01
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| Series: | Frontiers in Psychology |
| Subjects: | |
| Online Access: | https://www.frontiersin.org/article/10.3389/fpsyg.2020.01995/full |