TY - JOUR
T1 - Evolution of motivation in co-creation: Recruit, retain and complete in a project on new food product co-creation
AU - Klincewicz, Krzysztof
AU - Jacobsen, Lina
AU - Debska, Kartazyna
AU - Gazdecki, Michal
AU - Gorynska-Goldmann, Elzbieta
AU - Krol, Kartizyna
AU - Lähteenmäki, Liisa
AU - Wielicka-Regulska, Anna
AU - Zatorska, Magdalena
PY - 2024/9
Y1 - 2024/9
N2 - The study explores the motivation of consumers to join and participate in new product co-creation, distinguishing between recruitment before, retainment during and finalizing of a co-creation project. The research is based on follow-up interviews with participants in a project covering the initial stages of new food product development (i.e., idea generation, idea screening and concept development) involving older consumers and carried out in a physical environment. Different motivation factors were deemed important by consumers before, during and at the closure of the project. Consumers joined the project motivated by curiosity and desire to meet new people. While performing the creative tasks, they continued the engagement due to the positive anticipation and enjoyment of new activities, as well as positive feedback loops. At the closure of the project, the usefulness of outcomes and the received recognition became important and strengthened the perceived creative self-efficacy of participants. The findings offer useful recommendations for organizers of co-creation, enabling the recruitment and retainment of consumers who could successfully deliver creative outputs and complete the project. The study offers novel insights relevant to participatory innovations looking at the temporal dimension of motivation to co-create and highlights the dynamic changes in salience of the motivation factors.
AB - The study explores the motivation of consumers to join and participate in new product co-creation, distinguishing between recruitment before, retainment during and finalizing of a co-creation project. The research is based on follow-up interviews with participants in a project covering the initial stages of new food product development (i.e., idea generation, idea screening and concept development) involving older consumers and carried out in a physical environment. Different motivation factors were deemed important by consumers before, during and at the closure of the project. Consumers joined the project motivated by curiosity and desire to meet new people. While performing the creative tasks, they continued the engagement due to the positive anticipation and enjoyment of new activities, as well as positive feedback loops. At the closure of the project, the usefulness of outcomes and the received recognition became important and strengthened the perceived creative self-efficacy of participants. The findings offer useful recommendations for organizers of co-creation, enabling the recruitment and retainment of consumers who could successfully deliver creative outputs and complete the project. The study offers novel insights relevant to participatory innovations looking at the temporal dimension of motivation to co-create and highlights the dynamic changes in salience of the motivation factors.
KW - co-creation
KW - motivation
KW - new product development
KW - older consumers
KW - participatory innovations
UR - http://www.scopus.com/inward/record.url?scp=85182446610&partnerID=8YFLogxK
U2 - 10.1111/caim.12589
DO - 10.1111/caim.12589
M3 - Journal article
SN - 0963-1690
VL - 33
SP - 312
EP - 337
JO - Creativity and Innovation Management
JF - Creativity and Innovation Management
IS - 3
ER -