Evolution of motivation in co-creation: Recruit, retain and complete in a project on new food product co-creation

Krzysztof Klincewicz*, Lina Jacobsen, Kartazyna Debska, Michal Gazdecki, Elzbieta Gorynska-Goldmann, Kartizyna Krol, Liisa Lähteenmäki, Anna Wielicka-Regulska, Magdalena Zatorska

*Corresponding author for this work

Research output: Contribution to journal/Conference contribution in journal/Contribution to newspaperJournal articleResearchpeer-review

1 Citation (Scopus)

Abstract

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.

Original languageEnglish
JournalCreativity and Innovation Management
Volume33
Issue3
Pages (from-to)312-337
Number of pages26
ISSN0963-1690
DOIs
Publication statusPublished - Sept 2024

Keywords

  • co-creation
  • motivation
  • new product development
  • older consumers
  • participatory innovations

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