Article2022

Co-production: a source of psychological well-being for consumers?

Ibtissame Abaidi · Patrice Cottet · Jamila Abaidi Hasnaoui

12 citations0/0 files storedJournal of Consumer Marketing

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Service and Product Innovation Customer Service Quality and Loyalty Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose This research aims to examine the co-production of a product as a source of psychological well-being for consumers. Design/methodology/approach A quantitative experimental study on the theme of cosmetics products was conducted using a sample of 844 women. It comprised three scenarios corresponding to low (finished products), intermediate (products sold in kits) and high (the purchase of cosmetic ingredients) co-production. Findings The results show that co-producing an offer is a source of psychological well-being. This effect can be explained by an increase in perceived benefits and perceived value. Originality/value The finding of interest for management is the identification of factors that improve individuals’ psychological well-being.

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References

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