Consumer Attributions of Profit- and Customer Need-Driven Firm Motives in Coproduction Contexts

Baris Pascal Güntürkün, Till Haumann, Laura Marie Edinger-Schons, Jan Wieseke

Publication: Scientific journalConference articlepeer-review


Today, many firms adopt business models that ascribe consumers a more active role in the production process. This research investigates how consumers draw inferences about firms’ underlying motives for offering such a coproduction business model and shows that two core motive attributions have diverging effects on relationship-marketing outcomes over time.
Original languageEnglish
Pages (from-to)379-380
Number of pages2
JournalAdvances in Consumer Research
Publication statusPublished - 2020

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