How to Better Motivate Customers to Participate in the Self-Design Process: A Conceptual Model in Underlying Self-Congruence Mechanism
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DOI: 10.3389/fpsyg.2020.01995
Abstract: 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… read more here.
Keywords: creation; congruence; self congruence; self design ... See more keywords