Trying to prosume: toward a theory of consumers as co-creators of value

By Chunyan Xie, Richard P. Bagozzi, S. Troye. 2008

686 citations recorded by the source corpus.

One important aspect in the service-dominant logic in marketing is the role of customers as co-creators of value. This role typically involves producing products for own consumption, i.e. what Toffler referred to as “prosumption.” This study explores the motivational mechanisms underlying people’s prosumption propensity. A theoretical framework that incorporates ideas from value research and attitude theory, specifically the “theory of trying” (Bagozzi and Warshaw in Journal of Consumer Research 17:127–140, 1990), is developed and tested in the empirical context of food prosumption. The results based on a survey of 380 households show that global values influence domain-specific values in food prosumption, and domain-specific values then affect attitudes, self-efficacy, and on-going behavior before ultimately shaping intentions to engage in prosumption in the future.

Subfields: Marketing

View Paper: https://www.semanticscholar.org/paper/6200e0a868ffa45959e655aeb3d6085aafa40856

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Citations in the corpus

Value co-creation: concept and measurement (2014, background): “Thus, our review period focuses on the contemporary understanding of VCC as well as allied constructs, perspectives, and theories that include consumer culture theory (Peñaloza and Mish 2011; Xie et al. 2008), expe-”
Understanding the do-it-yourself consumer: DIY motivations and outcomes (2011, background): “Marketing theory recognizes the importance of consumer involvement in the co-creation of value (Vargo and Lusch 2004), but the consumer typically is viewed only as the passive buyer of what others produce and not as the active producer of goods or services (Xie et al. 2008).”
Production, Consumption, Prosumption (2010, background): “Xie et al. (2008) discuss the general propensity to engage in prosumption.”
Theory of value co-creation: a systematic literature review (2014, background): “1 deals with the common theme of co-creating value through customer experience and competence, and contains three papers by Prahalad and Ramaswamy (2000, 2004a, b), who call for the reconsideration of the customer’s role in the marketing process and for customers to take a more active and theoretica”
Consumer Participation in Coproduction: “I Made it Myself” Effects on Consumers’ Sensory Perceptions and Evaluations of Outcome and Input Product (2012, background): “However, as the vignette illustrates, and in line with the notions of prosumption (Kotler 1986; Toffler 1980; Xie, Bagozzi, and Troye 2008), customer par- ticipation in coproduction (Bendapudi and Leone 2003), the emergent service-dominant logic (Lusch and Vargo 2006; Vargo and Lusch 2004),…”
S-D logic–informed customer engagement: integrative framework, revised fundamental propositions, and application to CRM (2019, background): “learning resources available (Honebein and Cammarano 2005), which may use traditional media (e.g., seminars, advertising; Xie et al. 2008), and/or new media (e.”
The dark side of customer co-creation: exploring the consequences of failed co-created services (2015, background): “, high level of customization) that outweighs the effort invested and the uncomfortable state to use, store, and distribute personal information (Xie et al. 2008).”
Ten years of value cocreation: An integrative review (2016, background): “This concept relates, among others, to managerial practices such as customization or service provision (Jafari et al., 2015; Xie et al., 2008).”
Cocreation as Moderator between the Experience Value and Satisfaction Relationship (2016, background): “Following the lead of Toffler (1980), focusing on prosumption, that is, consumers partaking in both consumption and production, Xie, Bagozzi, and Troye (2008) define prosumption as a “process rather than a single act . . . consists in an integration of physical activities, mental effort, 1School of…”
Idea generation: customer co‐creation versus traditional market research techniques (2011, background): “The activities needed in service production include manufacturing-related activities such as procuring, assorting, moving, combining and changing inputs (Xie et al., 2007).”