1. The effects of co-creation* on consumer perceptions *Co-creation between firms and consumers in new product development Joyce van Dijk 841018208030 MSc thesis ECH chairgroup Prof. Dr. G. Antonides

2. The effects of co-creation on perception Joyce van Dijk 841018208030 MSc thesis proposal MME (ECH) Prof. Dr. G. Antonides Content of this presentation 1.What is co-creation and why is it important? 2.Main question and sub questions for the thesis 3.Relevance 4.Main theory 5.Expected outcomes & conceptual model 6.Research method 7.Treatments

3. The effects of co-creation on perception Joyce van Dijk 841018208030 MSc thesis proposal MME (ECH) Prof. Dr. G. Antonides What is co-creation? “Purposive and intentional collaboration between consumers and producers, where they systematically interact, learn, share information and integrate resources with the result of co-creating value” (Van Dijk, 2011) Why is it important? Changing consumer: empowered, critical, better informed Web 2.0 and social media: interconnected world Consumer in search of authenticity Firms: search for new innovation & marketing strategy Customer-centricity (from pushing products to cultivating cust. value)

4. The effects of co-creation on perception Joyce van Dijk 841018208030 MSc thesis proposal MME (ECH) Prof. Dr. G. Antonides Example Pickwick Dutch tea blend 25 Hyves members co-created with Pickwick experts, both online and offline, to develop the new tea blend, co-design the package and the marketing campaign. Pickwick referred to the co-creators in the tv commercial and on the tea’s packaging

5. The effects of co-creation on perception Joyce van Dijk 841018208030 MSc thesis proposal MME (ECH) Prof. Dr. G. Antonides Back to the thesis… Main question: (To what extent) are perceptions affected when consumers know that a product is developed in co-creation with consumers? (compared to a product that is exclusively ‘producer’ created?) Does co-creation enhance ‘authenticity’ and ‘sincerity’ of brands? Does co-creation affect trust and how consumers relate to a brand? Does co-creation affect how new products are evaluated? Does co-creation influence behavioral intentions towards the product/brand? Does it matter how the co-creation is communicated?

6. The effects of co-creation on perception Joyce van Dijk 841018208030 MSc thesis proposal MME (ECH) Prof. Dr. G. Antonides Relevance Current research focuses on the co-creation process itself: e.g. required management skills, motivations of co-creation participants Studies show effects on consumers who participate in co-creation: Increased loyalty to the company Stronger relationship with the company Increased likelihood to spread positive word-of-mouth Increased trust in the brand An increased positive brand image Studies show that co-creation: Creates more relevant products Enhances product performance (sales) -> But what about consumers who did NOT participate? -> But can performance be due to perception effects?

7. The effects of co-creation on perception Joyce van Dijk 841018208030 MSc thesis proposal MME (ECH) Prof. Dr. G. Antonides Relevance Just one study about effects of co-creation on perceptions of consumers: More favorable attitude, and consider them more customer-oriented (Fuchs & Schreier, 2011) -> However, Fuchs and Schreier (2011) don’t test brand effects, use fictitious labels, and no FMCG products. Interviews with co-creation practitioners show (Van Dijk, 2011): Great curiosity to know effects on consumer perceptions Belief that brand and product perceptions are indeed affected by co-creation Unsure about what effects exactly will occur and how strong the effects will be

8. The effects of co-creation on perception Joyce van Dijk 841018208030 MSc thesis proposal MME (ECH) Prof. Dr. G. Antonides Theory Brand associations and personality Consumers distinguish between brands based on brand associations (Keller, 1993) Meanings consumers attach to brands (in their memory) Partly determined by brand image Distinguish between brand images by attributes such as brand personality Brand personality perception: result of brand actions

9. The effects of co-creation on perception Joyce van Dijk 841018208030 MSc thesis proposal MME (ECH) Prof. Dr. G. Antonides Adapted from Keller (1993)

10. The effects of co-creation on perception Joyce van Dijk 841018208030 MSc thesis proposal MME (ECH) Prof. Dr. G. Antonides Theory Sincere brands Research shows consumers now search for sincere and authentic brands (Holt, 2002; Gilmore & Pine, 2007). These are brands that don’t appear commercialized, but are viewed as sincere friends or part of a community (Beverland, 2005). Descriptive measures of ‘sincere’ brand personality (Aaker, 1999): (5-point Likert scale: 1 = "not at all descriptive," 5 =extremely descriptive”)

11. The effects of co-creation on perception Joyce van Dijk 841018208030 MSc thesis proposal MME (ECH) Prof. Dr. G. Antonides Theory Brand relationship strength Better predictor of consumer actions (Aaker et al. 2004) Indicators of consumer-brand relationship strength (Aaker et al. 2004): 1.Commitment: willingness to continue the brand relationship 2.Satisfaction: happiness with brand performance 3.Intimacy: closeness, willingness to share information 4.Self-connection: fit between brand personality and consumer’s personality

12. The effects of co-creation on perception Joyce van Dijk 841018208030 MSc thesis proposal MME (ECH) Prof. Dr. G. Antonides Theory Product evaluation Do consumers evaluate co-created products differently? Measures for new product evaluation (Song & Xie, 2000; Bruner et al., 2005): 1.Overall appeal: Is the product attractive, what appeals the most? 2.Innovativeness: Is the product innovative and different from available products? 3.General product advantage : How superior is the product relative to similar products? 4.Uniqueness: To what extent are product features unique relative to available products?

13. The effects of co-creation on perception Joyce van Dijk 841018208030 MSc thesis proposal MME (ECH) Prof. Dr. G. Antonides In short: expected effects hypotheses Main focus of this experimental study Expected outcome Does co-creation affect consumer perceptions? (main question)+ Does elaboration of the co-creation message moderate effects? Does product involvement and brand familiarity moderate effects? ++++ Does co-creation have an effect on how consumers..: Evaluate ‘Sincerity’ of a brand? (brand personality) Relate to brands: commitment, satisfaction, intimacy, self-connection Trust brands and view them as a good quality partner? Evaluate products? (advantage, uniqueness, innovativeness) Intent to behave towards the product/brand? (WOM, trying out) +++++ +++++

14. The effects of co-creation on perception Joyce van Dijk 841018208030 MSc thesis proposal MME (ECH) Prof. Dr. G. Antonides

15. The effects of co-creation on perception Joyce van Dijk 841018208030 MSc thesis proposal MME (ECH) Prof. Dr. G. Antonides Method Scope: Fast-moving consumer goods sector (FMCG): familiar products, relatively cheap, low effort and risk, rapid consumption In FMCG sector brands are the main differentiation point (Wood, 2000) Method: Experimental (post-test-only) control group design Manipulated variables: branded product (existing brand X/ fictitious brand Y) and treatment (A/B/C). Between-subjects design: every respondent is randomly exposed to only one product and one treatment Execution: Online questionnaire, data collection via Insites Consulting consumer panel Brand Co-creation level (treatment) XABC YABC

16. The effects of co-creation on perception Joyce van Dijk 841018208030 MSc thesis proposal MME (ECH) Prof. Dr. G. Antonides The experiment treatments Respondents are part of group X (well-know brand) or group Y (fictitious brand) are exposed to one of the three treatments: Treatment A: (control group) Concept board with a description of the product, presented as producer-created Treatment B:Concept board, description of product, presented as co-created Treatment C:Concept board, description of product presented as co-created + evidence to support this claim

17. What will I find out?! Want to know the results? Keep track of my progress on Joycediscovers.wordpress.com Joyce van Dijk 841018208030 MSc thesis ECH chairgroup Prof. Dr. G. Antonides