AJUDE-ME POR FAVOR! O efeito da cocriação na persuasão de consumidores
DOI:
https://doi.org/10.20873/uft.2447-4266.2019v5n5p454Palavras-chave:
Cocriação, Persuasão, Consumidor ObservadorResumo
Na revisão da literatura sobre cocriação detectou-se lacunas teóricas relacionadas à resposta do consumidor observador (que não participou do processo de cocriação) aos resultados da cocriação. O objetivo desta pesquisa é estudar o efeito de se informar a cocriação (empresa/consumidor e empresa/especialista) do produto, na persuasão do consumidor observador, considerando-se diferentes apelos de propaganda. Em 2 experimentos foram manipuladas as variáveis “tipo de parceiro de cocriação” (consumidores/ especialistas) e “tipo de apelos da mensagem” (racionais/emocionais). Os resultados não comprovaram os efeitos esperados. No entanto, as médias das medidas de persuasão apontam que as hipóteses formuladas podem ser confirmadas em estudos posteriores.
PALAVRAS-CHAVE: Cocriação; Persuasão; Consumidor Observador.
ABSTRACT
In reviewing the literature on co-creation was detected theoretical gaps related to the observer consumer response (which did not participate in the co-creation process) to co-creation results. The objective of this research is to study the effect of informing the co-creation (company / consumer and company / expert) of the product as an observer consumer persuasion, considering different advertising appeals. In two experiments were manipulated variables "type of co-creation partner" (consumers / experts) and "type of message appeals" (rational / emotional). The results did not confirm the expected effects. However, the means of persuasion measures show that the assumptions can be confirmed in further studies.
KEYWORDS: Co-creation; Persuasion; Observer Consume.
RESUMEN
En la revisión de la literatura sobre la co-creación se detectó vacíos teóricos relacionados con la respuesta observador del consumidor (que no participan en el proceso de co-creación) resultados para co-creación. El objetivo de esta investigación es estudiar el efecto de informar a la co-creación (empresa / consumidor y la empresa / especialista) de producto como persuasión del consumidor observador, teniendo en cuenta los diferentes recursos de la propaganda. En dos experimentos se manipulan las variables "tipo de asociado en la co-creación" (consumidores / expertos) y "tipo de mensaje de apelación" (racional / emocional). Los resultados no comprobaron los efectos esperados. Sin embargo, las medias de las medidas de persuasión apuntan que las hipótesis formuladas pueden ser confirmadas en estudios posteriores.
PALABRAS CLAVE: Co-creación; Persuasión; Consumidor observador.
Downloads
Referências
AKER, D. A. Como construir marcas líderes. Porto Alegre: Bookman, 2007.
AKMAN, H; PLEWA, C; CONDUIT, J. Co-creating value in online innovation communities. European Journal of Marketing, 2018.
BALLANTYNE, D. et al. Value propositions as communication practice: taking a wider view. Industrial Marketing Management, 40, n. 2, p. 202-210, 2011.
BARTL, M.; JAWECKI, G.; WIEGANDT, P. Co-creation in new product development: conceptual framework and application in the automotive industry. Proceedings of the R&D, 2010.
BRUNER, G. C. I.; HENSEL, P. Marketing Scales Handbook: A Compilation of Multi-Item Measures. Carbondale: GCBII Productions, v. 5, 1992.
CHATHOTH, P. et al. Co-production versus co-creation: a process based continuum in the hotel service context. International Journal of Hospitality Management, 32, 2013.
CLOW, K. E.; BAACK, D. Integrated advertising. promotion. & marketing communications. New Jersey: Prentice Hall, 2002.
ELG, M. et al. Co-creation and learning in health-care service development. Journal of Service Management, 23, n. 3, p. 328-343, 2012.
FOTINO, F.; CALABRESE, M.; LETTIERI, M. Co-creating value in urban public policy contexts: A different approach. Land use policy, v. 79, p. 20-29, 2018.
GREGORY, A. Involving stakeholders in developing corporate brands: the communication dimension. Journal of Marketing Management, 23, n. 1-2, p. 59-73, 2007.
GRÖNROOS, C. Value co-creation in service logic: a critical analysis. Marketing Theory, 11, n. 13, p. 279-301, 2011.
GYRD-JONES, R. I.; KORNUM, N. Managing the co-created brand: Value and cultural complementarity in online and offline multi‐stakeholder ecosystems. Journal of Business Research, 66, p. 1484-1493, 2013.
HATCH, M. J.; SCHULTZ, M. Toward a theory of brand co-creation with implications for brand governace. Journal of Brand Management, 17, n. 8, p. 590-604, 2010.
KOTLER, P. Prosumers: A New Type of Consumer. The Futurist, 20, p. 24-28, 1986.
MERZ, M. A.; HE, Y.; VARGO, S. L. The evolving brand logic: a service-dominat logic perspective. Journal of the Academy of Marketing Science, 37, p. 328-344, 2009.
MÖLLER, K; HALINEN, A. IMP thinking and IMM: Co-creating value for business marketing. v. 69 , p. 18-31, 2018.
NUTTAVUTHISI, K. If you can't beat them, let them join: the development of strategies to foster consumer's co-creative practices. Business Horizons, 53, p. 315-324, 2010.
PAYNE, A. et al. Co-creating brands: diagnosing and designing the relationship experience. Journal of Business Research, 27, n. 4, p. 412-432, 2009.
PRAHALAD, C.; RAMASWAMY, V. Co-creation experiences: The next practice in value creation. Journal of Interactive Marketing, 18, n. 3, p. 5-14, 2004.
PRANDELLI, E.; VERONA, G.; RACCAGNI, D. Diffusion of web-based product innovation. Califoronia Management Review, 48, n. 4, p. 109-135, 2006.
ROGERS, E. M. Diffusion of Innovations. 5. ed. Nova Iorque: Free Press, 2003.
SHIMP, T. A. Propaganda e promoção. São Paulo: Bookman, 2002.
SIVASUBRAMANIAM, N.; LIEBOWITZ, S. J.; LACKMAN, C. L. Determinants of new product development team performance: a meta-analytic review. Journal of Product and Innovation Management, 29, n. 5, p. 803-820, 2012.
THOMPSON, D. V.; MALAVIYA, P. Consume-generated ads: does awareness of advertising co-creation heip or hurt persuasion. Journal of Marketing, 77, n. May, p. 33-47, 2013.
TROYE, S.; SUPPHELLEN, M. Consumer Participation in Coproduction: “I Made It Myself” Effects on Consumers’ Sensory Perceptions and Evaluations of Outcome and Input Product. Journal of Marketing, v. 76, p. 33–46, 2012.
TZOKAS, N.; SAREN, M. Value transformation in relationship marketing. Australian Marketing Journal, 7, n. 1, p. 52-62, 1999.
VARGO, S. L.; LUSH, R. F. Evolving to a new dominant logic for marketing. Journal of Marketing, 1, p. 1-17, 2004.
VON HIPPEL, E. Horizontal innovation networks: by and for users. Industrial and Corporate Change, 16, n. 2, p. 293-315, 2007.
WELLS, W.; BURNETT, J.; MORIARTY, S. Advertising: principles and practice. 3. ed. New Jersey: Prentice Hall, 1995.
XIE, C.; BAGOZZI, R.; TROYE, S. V. When consumers co-produce: the case of prosumption. Journal of the Academy of Marketing Science, 36, n. March, p. 109-122, 2008.
ZWASS, V. Co creation: toward a taxonomy and an integrated research perspective. International Journal of Electronic Commerce15, n. 1, p. 11-48, 2010.
Downloads
Publicado
Como Citar
Edição
Seção
Licença
[PT] Autores que publicam nesta revista concordam com os seguintes termos:
1. Autores mantém os direitos autorais e concedem à revista, sem pagamento, o direito de primeira publicação, com o trabalho simultaneamente licenciado sob a Creative Commons Attribution License (CC BY-NC 4.0), permitindo o compartilhamento do trabalho com reconhecimento da autoria do trabalho e publicação inicial nesta revista.
Leia todos os termos dos direitos autorais aqui.
