The DOI matches its Crossref record; 5 of the 5 references it cites were found in a registry or an index.
The Psychological Effects of Empowerment Strategies on Consumers’ Product Demand
Open accessAbstract
Companies have recently begun to use the Internet to integrate their customers more actively into various phases of the new product development process. One such strategy involves empowering customers to cooperate in selecting the product concepts to be marketed by the firm. In such scenarios, it is no longer the company but rather its customers who decide democratically which products should be produced. This article discusses the first set of empirical studies that highlight the important psychological consequences of this power shift. The results indicate that customers who are empowered to select the products to be marketed show stronger demand for the underlying products even though they are of identical quality in objective terms (and their subjective product evaluations are similar). This seemingly irrational finding can be observed because consumers develop a stronger feeling of psychological ownership of the products selected. The studies also identify two boundary conditions for this “empowerment–product demand” effect: It diminishes (1) if the outcome of the joint decision-making process does not reflect consumers’ preferences and (2) if consumers do not believe that they have the relevant competence to make sound decisions.
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Cites
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Mills, P. K., & Morris, J. H. (1986) · The Academy of Management Review · doi:10.2307/258392 · Cited by 735
Cited by
van Doorn, J., Mende, M., Noble, S. M., Hulland, J., Ostrom, A. L., Grewal, D., & Petersen, J. A. (2017) · Journal of Service Research · doi:10.1177/1094670516679272 · Cited by 1,344
Consumers and artificial intelligence: An experiential perspective
Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2021) · Journal of Marketing · doi:10.1177/0022242920953847 · Cited by 1,547
Shu, S. B., & Peck, J. (2011) · Journal of Consumer Psychology · doi:10.1016/j.jcps.2011.01.002 · Cited by 418
Individual Psychological Ownership: Concepts, Evidence, and Implications for Research in Marketing
Jussila, I., Tarkiainen, A., Sarstedt, M., & Hair, J. F. (2015) · Journal of Marketing Theory and Practice · doi:10.1080/10696679.2015.1002330 · Cited by 361
The consumer production journey: marketing to consumers as co-producers in the sharing economy
Dellaert, B. G. C. (2019) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-018-0607-4 · Cited by 224
Fritze, M. P., Eisingerich, A. B., & Benkenstein, M. (2019) · Electronic Commerce Research · doi:10.1007/s10660-018-9309-8 · Cited by 50
Frank, D., & Otterbring, T. (2024) · British Journal of Management · doi:10.1111/1467-8551.12780 · Cited by 49
Exploring the role of augmented reality in purchase intention: Through flow and immersive experience
Pathak, K., & Prakash, G. (2023) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2023.122833 · Cited by 40
Hu, X., Xu, X., & Chen, C. (. (2025) · International Journal of Human–Computer Interaction · doi:10.1080/10447318.2025.2495845 · Cited by 14
van den Berge, R., Magnier, L., & Mugge, R. (2022) · Proceedings of DRS · doi:10.21606/drs.2022.335 · Cited by 6
Metadata
- Authors
- Fuchs, C., Prandelli, E., & Schreier, M.
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2010-01
- Volume
- 74
- Issue
- 1
- Pages
- 65-79
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W1994703838
- Cited by
- 603
- References
- 5
- FWCI
- 36.41
- Type
- journal article
- Language
- en
- Open access
- green
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