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  1. Why and When Consumers Prefer Products of User-Driven Firms: A Social Identification Account

    Dahl, Darren W.; Fuchs, Christoph; Schreier, Martin
    Companies are increasingly drawing on their user communities to generate promising ideas for new products, which are then marketed as "user-designed" products to the broader consumer market. We demonstrate that nonparticipating, observing consumers prefer to buy from user-rather than designer-driven firms because of an enhanced identification with the firm that has adopted this user-driven philosophy. Three experimental studies validate a newly proposed social identification account underlying this effect. Because consumers are also users, their social identities connect to the user-designers, and they feel empowerment by vicariously being involved in the design process. This formed connection leads to preference for the firm's products. Importantly, this social identification account...
    (application/pdf; application/pdf; application/zip) - 18-oct-2016

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