Atypical Shifts Post-failure: Influence of Co-creation on Attribution and Future Motivation to Co-create
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DOI: 10.1016/j.intmar.2017.01.002
Abstract: This study investigates how the effect of the failure of co-created products or services influences: (a) internal attribution (i.e. the self) and external attribution (i.e. the firm), (b) customers' expectancies of success, and (c) customers'… read more here.
Keywords: motivation create; creation; failure; attribution ... See more keywords