The effect of -co-creation with consumers- claims on purchase intention: the moderating role of product category performance information

Abstract

This paper tests whether consumer co-creation claims affect consumer responses, given context information related to the product category performance. The hypothesis is that when there is negative context information related to the product category performance, those exposed to a product claiming co-creation, will have higher purchase intentions than those exposed to a product developed by the firm. Two experimental studies supported the paper's hypothesis. Negative context information about the product category performance would improve the evaluation of a product claiming co-creation in comparison to a product that does not. Results suggest that negative product category performance must be induced or evoked to increase the effect of a co-creation claim on purchase intention. These findings determine contextual boundaries for the co-creation with consumers claim effect as an advertising appeal, providing explanations based on Context Information theory. It is proposed and proved that the co-creation claim effect on purchase intention is moderated by the context information about the product category performance.