Towards an understanding of the role of trade fairs as facilitators of consumer creativity

Trade fairs are an integral part of the marketing strategy for many products and services. The aim of this article is to investigate how trade fairs as a means of marketing communication bring about new ideas, desires and wants in consumers and by so doing facilitate everyday consumer creativity. The results imply that trade fairs play an important role in setting the stage for consumer creativity. Based on an empirical study of trade fair visitors carried out using an ethnographic method, the study demonstrates how consumers communicate their visit to a trade fair. The findings indicate that trade fairs have an influence on consumer creativity in the different phases of the process. As an outcome, two metaphors describing the role of trade fairs as facilitators of everyday consumer creativity are proposed. These are trade fairs as a tool and a vantage point. The implications for effective trade fair management and postmodern marketing are explored.     

Red flags and rave reviews: Explaining too-good-to-be-true crowdfunding campaigns

Crowdfunding platforms enable entrepreneurs to bring to life ideas that may otherwise have remained unrealized. When crowdfunding campaigns go well, campaigners are able to fulfill their vision, funders’ engagement is rewarded, and society gains access to a range of new offerings. But some recent high-profile medical-technology campaigns have failed to deliver their promised rewards despite reaching and at times far exceeding their funding goals. The objectives of this article are to shed light on why donors fund campaigns that turn out to be too good to be true and to examine how this engagement reduces trust in crowdfunding. To this end, I explore the role of product creativity as a dual mechanism for both funding success and postfunding delivery failure. Product creativity is typically associated with positive crowdfunding outcomes. But in the context of medical-technology campaigns, product creativity may make community members more attracted to campaigns that are less likely to deliver on their campaign promises. This phenomenon then increases the likelihood that the campaign will reduce trust in crowdfunding, hurting donors, the focal venture, and future campaigners. I offer practical implications for crowdfunding platforms, campaigners, and supporters interested in learning more about the pitfalls associated with initially successful crowdfunding campaigns.     

Crowdsourcing in a time of empowered stakeholders: Lessons from crowdsourcing campaigns

Crowdsourcing can test a company's willingness to relinquish control to key stakeholders. Using past examples of four failed crowdsourcing initiatives, we explore the negative and unintended consequences of crowdsourcing in an age when stakeholders are empowered to speak their minds, make a mockery of organizational initiatives, and direct initiatives as it suits their own agenda. The concepts of crowdthink and crowd hijacking are introduced, and advice is given on how managers can avoid or anticipate some of the potential issues that arise during crowdsourcing endeavors. With these considerations, managers can harness the power of crowds effectively to achieve organizational goals with limited negative consequences.     

Click here to agree: Managing intellectual property when crowdsourcing solutions

Tapping into the creativity of a crowd can provide a highly efficient and effective means of acquiring ideas, work, and content to solve problems. But crowdsourcing solutions can also come with risks, including the legal risks associated with intellectual property. Therefore, we raise and address a two-part question: Why—and how—should organizations deal with intellectual property issues when engaging in the crowdsourcing of solutions? The answers lie in understanding the approaches for acquiring sufficient intellectual property from a crowd and limiting the risks of using that intellectual property. Herein, we discuss the hazards of not considering these legal issues and explain how managers can use appropriate terms and conditions to balance and mitigate the risks associated with soliciting solutions from a crowd. Based on differences in how organizations acquire intellectual property and limit associated risks, we identify and illustrate with examples four approaches for managing intellectual property (passive, possessive, persuasive, and prudent) when crowdsourcing solutions. We conclude with recommendations for how organizations should use and tailor the approaches in our framework to source intellectual property from a crowd.     

Crowded identity: Managing crowdsourcing initiatives to maximize value for participants through identity creation

In this article, we consider crowdsourcing from the consumer perspective. Specifically, we examine the identity value (i.e., sense of self) that consumers accrue by participating in creative crowds. How can managers structure crowdsourcing initiatives to maximize value for participants through identity creation and expression? We strive to answer this question first by examining the different types of crowdsourcing initiatives from a value co-creation perspective. Then we evaluate how consumers construct identities through consumption and review the literature on identity theory. Finally, we link the identity type—personal, extended, or social—to the management of crowdsourcing ventures and offer suggestions for practitioners.     

The ethical use of crowdsourcing

Crowdsourcing has attracted increasing attention as a means to enlist online participants in organisational activities. In this paper, we examine crowdsourcing from the perspective of its ethical use in the support of open innovation taking a broader system view of its use. Crowdsourcing has the potential to improve access to knowledge, skills, and creativity in a cost‐effective manner but raises a number of ethical dilemmas. The paper discusses the ethical issues related to knowledge exchange, economics, and relational aspects of crowdsourcing. A guiding framework drawn from the ethics literature is proposed to guide the ethical use of crowdsourcing. A major problem is that crowdsourcing is viewed in a piecemeal fashion and separate from other organisational processes. The trend for organisations to be more digitally collaborative is explored in relation to the need for greater awareness of crowdsourcing implications.     

众包模式下顾客参与、顾客互动和新产品价值

将众包模式下顾客参与划分为合作众包模式下顾客参与和竞争众包模式下顾客参与两个关键维度,确定顾客互动之人际互动、人机互动的重要维度构成,构建众包模式下顾客参与直接影响新产品价值,以及通过顾客互动的中介效应间接影响新产品价值的理论模型。实证检验结果表明：合作众包模式下顾客参与、竞争众包模式下顾客参与对新产品价值的积极影响都显著;人际互动在合作众包模式下顾客参与影响新产品价值的关系中起完全中介效应,但在竞争众包模式下顾客参与影响新产品价值的关系中无中介效应;人机互动在竞争众包模式下顾客参与影响新产品价值关系中的部分中介效应显著,但在合作众包模式下顾客参与影响新产品价值关系中的中介效应不显著。     

Where is the power in numbers? Understanding firm and consumer power when crowdsourcing

This work utilizes the theory of social power as a lens through which to analyze the power structure of firms and consumers involved in crowdsourcing and discusses the managerial implications of this power balance. The results of this analysis reveal how power is structured differently in each form of crowdsourcing, with consumer power being strongest in the case of idea crowdsourcing and weakest in the case of microtask crowdsourcing. These differences in power have implications for managers who initiate and maintain crowdsourcing endeavors. Understanding the structure of consumer power in different types of crowdsourcing allows firms to better prepare for the wide range of possible outcomes as consumers inevitably push their own agendas regardless of whether or not these agendas are aligned with those of the firm.     

Crowdsourcing and brand control

Crowdsourcing is the deliberate use of crowds to solve problems, create new products, and improve consumer experiences. When used by brands, crowdsourcing engages consumers by asking them to be part of a deliberate call to action. Crowdsourcing provides interesting and dynamic marketing opportunities for brands, given the consumer engagement it entails. This conceptual study examines the literature on crowdsourcing and brand community, and makes a series of propositions regarding this rich marketing arena. Herein, we discuss managerial implications of the relationship between crowdsourcing and brand community dynamics and propose a typology for brands to better assess customer bases and market realities.     

The Effect of Product Innovation,Promotion, and Price on Consumer Switching to Private Labels

The channel conflict that exists between retailers and manufacturers of branded products has dynamically shifted as large retailers have expanded their offerings of private label products. This study investigates the ability of consumer packaged goods companies to exert influence in the channel by testing which marketing initiatives implemented by manufacturer brands are more efficient in preventing consumer switching to private labels. We use a hazard model to simultaneously measure the effects due to product innovation, promotion, and price on consumer switching and how strong those effects are. We find that as expected product innovation, promotion, and price exert a negative effect on the consumer likelihood of switching to private labels. However, we find the strongest effect on promotion suggesting the importance of understanding how consumers perceive value in the national brands offer.     

Unintended effects of incentivizing consumers to recommend a favorite brand

Marketers often use incentives such as coupons, rewards or special membership discounts in order to motivate consumers to purchase or recommend a particular brand. This practice is based on the underlying assumption that an increase in incentives will lead to an increase in consumer response – an idea which has been at the core of traditional economic thinking for decades. Some psychologists have claimed, however, that under specific conditions an increase in incentives can reduce (rather than increase) one's willingness to perform the behavior which is being incentivized. If materialized, the possibility that extrinsic incentives may diminish consumer willingness to recommend a favorite brand could have important theoretical and practical consequences in the context of word-of-mouth or buzz marketing. This study tests that possibility in the context of an experiment about Apple computers, a favorite brand among US college students. Participants were asked to recommend the brand to a friend (1) in absence of any monetary reward and (2) for a small monetary incentive. Students who were promised a small monetary reward experienced a decrease in intrinsic motivation and wrote shorter recommendations than those who were not promised any incentives. Data also suggest that the quality of the recommendation may decrease when incentives are offered. The results are discussed in line of their possible theoretical and practical significance.     

How special rewards in loyalty programs enrich consumer–brand relationships: The role of self-expansion

Although brands offer different kinds of rewards through their loyalty programs, little is known about how they can impact consumer–brand relationships and brand attitude. How do loyalty program rewards influence the consumer–brand relationship? And which kinds of rewards establish or maintain closer relationships between consumers and brands than others? To answer these questions, the present research makes use of self-expansion theory (Aron & Aron, 1986) and two experiments that manipulate the extraordinary character of rewards offered to consumers. Our findings show that special rewards produce higher self-expansion than mundane rewards. Moreover, the positive effect of the rewards’ extraordinary character on brand evaluation, recommendation, and identification is sequentially and fully mediated by self-brand inclusion and self-expansion. Finally, we show that consumer satisfaction moderates the impact of special and mundane rewards on self-brand inclusion.     

Sensor-based entrepreneurship: A framework for developing new products and services

As the Internet of Things (IoT) begins to dominate the technology landscape, there will be new products and services that will become technically and financially feasible. Internet technologies and advancements in social interaction tools have led to an increase in the use of the crowd as a provider of business solutions. Yet, we have seen a mere fraction of the possibilities of crowdsourcing technologies. This is because most of the development, discussion, and research around crowdsourcing has focused on active-input crowdsourcing. However, the real transformative pressure will come from passive sources of data generated primarily by developing and growing sensor technologies. This next generation of crowdsourcing will be a game changer for entrepreneurial opportunities. As crowdsourcing systems proliferate, more input will be acquired from sensors, artificial intelligence, bots, and other devices. As a result of this explosion, the variety of product and service opportunities will swell as entrepreneurs become more aware of technologies merging—such as the combination of crowdsourcing, sensors, and big data into a new type of entrepreneurship: sensor-based entrepreneurship. The purpose of this research is to contribute by (1) clarifying the next generation of crowdsourcing and (2) developing and presenting a framework to help sensor-based entrepreneurs plan, develop, and map their new products and services.     

The relationship between training and innovation activities in enterprises

We examine the relationship between enterprises’ use of employee training (or education) as a method to stimulate new ideas or creativity among their staff and enterprises’ innovation activities. A data set of 5204 Norwegian enterprises is used. Based on correlation coefficients, we find a positive relationship between enterprises’ use of employee training and their innovation activities. This relationship is not found significant for innovative enterprises that developed the innovations mainly by themselves or together with external partners if we control for enterprises’ use of brainstorming sessions and/or work teams to stimulate new ideas or creativity among their staff. Training can, however, be argued to be indirectly related to innovation strategies, as it is combined with other human resource practices.     

How consumers use product reviews in the purchase decision process

This paper uses individual level data to examine the influence of product reviews in different stages of the consumer’s purchase decision process. Specifically, a two-stage model consisting of consideration set formation and choice is posited, where the consumer can incorporate information from product reviews in each stage. The model is estimated using an online panel survey about hotel choice. We find that (1) consumers use product reviews more in the consideration set stage and less in the choice stage, (2) Bayesian updating of prior perceived quality better explains how consumers use product reviews compared to two competing updating methods, and (3) the monetary value of a unit increase in the mean of product reviews is computed. Our results suggest that managers should make product review information (their number, average, and variance) available from the beginning of the search process and encourage satisfied customers to write reviews.     

Is self-knowledge the ultimate prize? A quantitative analysis of participation choice in online ideation crowdsourcing contests

Online crowdsourcing contests are a nascent but rapidly growing method among marketers and retailers to generate and solicit creative ideas. In two studies – a dynamic model with scraped data from a well-known crowdsourcing platform using Python (study 1) and a survey among real participants in online contests with conjoint analysis (study 2) – we explore how multiple design parameters influence participation in online contests. Our empirical results support the notion that both extrinsically (i.e., prize money) and intrinsically (i.e., feedback) motivating parameters can generate value for participants (i.e., expected utility). Comparatively, however, we find evidence that intrinsically motivating design parameters that provide self-relevant feedback (i.e., feedback from organizer) can be more impactful than extrinsically motivating design parameters (i.e., award size). We also show novel time-dependent effects: as a contest nears its end, important design parameters shift in their effects on participation rates— their role over time is non-monotonic. In particular, the effect of award size becomes non-significant, but feedback remains impactful. Our findings contribute to the crowdsourcing literature, especially regarding how self-knowledge (e.g., self-efficacy) affects utility and consumer co-creation through contest participation over time; the findings also can help retail managers and marketers enhance participation in idea contests.     

Toward a contingency view of new product creativity: Assessing the interactive effects of consumers

Although creativity is widely recognized as a critical element for firms to develop new products, knowledge about how consumers evaluate product creativity remains far from definitive. The authors analyze how the relevance of novelty and appropriateness—two main elements of creativity—varies according to the characteristics of the consumer. A sample of 283 consumers indicates a negative interaction effect between novelty and appropriateness, suggesting that creativity depends on either, according to contingencies. Novelty is more relevant when consumers are highly involved or have little knowledge of the product. Appropriateness is more relevant when consumers are minimally involved or have significant knowledge. Theoretical and managerial implications are provided.     

Comparing crowdsourcing initiatives: Toward a typology development

Although numerous studies have examined the crowdsourcing phenomenon, little consensus exists regarding the classification of distinct types of activities within crowdsourcing. In this study, we identify and classify 12 crowdsourcing initiatives that comprise the key categories of crowdsourcing: Crowdpedia, Fansourcing, Crowdnetworking, Crowdsharing, Crowdvoting, Crowdfunding, Ideation, Open Innovation, User Innovation, Scisourcing, Crowd‐Relief, and Open Source Software. Our main objective is to establish the similarities and differences between basic crowdsourcing initiatives and develop a typology based on nine crowdsourcing dimensions that we develop. This crowdsourcing typology will provide a roadmap on which researchers can anchor their research and practitioners can make more informed decisions about which category of crowdsourcing they should seek. Copyright © 2016 ASAC. Published by John Wiley & Sons, Ltd.     

Feelings that Make a Difference: How Guilt and Pride Convince Consumers of the Effectiveness of Sustainable Consumption Choices

A significant body of research concludes that stable beliefs of perceived consumer effectiveness lead to sustainable consumption choices. Consumers who believe that their decisions can significantly affect environmental and social issues are more likely to behave sustainably. Little is known, however, about how perceived consumer effectiveness can be increased. We find that feelings of guilt and pride, activated by a single consumption episode, can regulate sustainable consumption by affecting consumers’ general perception of effectiveness. This paper demonstrates the impact that guilt and pride have on perceived consumer effectiveness and shows how this effect rests on the ability of these emotions to influence perceptions of agency. After experiencing guilt or pride, consumers see themselves as the cause of relevant sustainability outcomes. The process of causal attribution associated with these emotions influences consumers’ use of neutralization techniques. Through the reduction in consumers’ ability to neutralize their sense of personal responsibility, guilt and pride positively influence perceived consumer effectiveness. The inability to rationalize-away their personal responsibility, persuades consumers that they affect sustainability outcomes through their decisions. The research advances our understanding of sustainable consumption and identifies a new avenue for the regulation of individual consumer behavior that has significant implications for the development of sustainable marketing initiatives.