Matches in SemOpenAlex for { <https://semopenalex.org/work/W2938787572> ?p ?o ?g. }
- W2938787572 endingPage "57" @default.
- W2938787572 startingPage "38" @default.
- W2938787572 abstract "Despite the growing popularity of cocreation approaches to innovation, the bottom-line results of these efforts continue to frustrate many firms. Marketing communications are one important tool in stimulating consumer adoption, yet marketers to date have not taken advantage of a unique phenomenon associated with many cocreated innovations: the presence of a genesis story in the words of the creator, which can be combined in different ways with traditional marketing messaging. Using mixed methods, the authors demonstrate a crossover effect in which a “mismatch” of the fundamental motivations behind authentic creation narratives and traditional persuasive messages enhances adoption of the cocreated innovation. This effect is mediated by potential adopters’ self-referencing of their own stories about similar experiences or consumption episodes. Furthermore, the effect of a motivation mismatch strategy is attenuated for expert consumers. Finally, this motivation mismatch strategy triggers “takeoff” of cocreated innovations. This research offers substantial implications for research on cocreated innovation, narrative persuasion, and firm-generated and user-generated communication. It provides managers specific guidance on enhancing the success of cocreation programs through an integrated communications strategy." @default.
- W2938787572 created "2019-04-25" @default.
- W2938787572 creator A5007091836 @default.
- W2938787572 creator A5022814711 @default.
- W2938787572 creator A5055333102 @default.
- W2938787572 creator A5061822065 @default.
- W2938787572 date "2019-04-17" @default.
- W2938787572 modified "2023-10-13" @default.
- W2938787572 title "Successfully Communicating a Cocreated Innovation" @default.
- W2938787572 cites W1967940801 @default.
- W2938787572 cites W1976362794 @default.
- W2938787572 cites W1979757676 @default.
- W2938787572 cites W1985953330 @default.
- W2938787572 cites W1988332075 @default.
- W2938787572 cites W1995031937 @default.
- W2938787572 cites W2000804161 @default.
- W2938787572 cites W2005968028 @default.
- W2938787572 cites W2006484379 @default.
- W2938787572 cites W2014219520 @default.
- W2938787572 cites W2015573195 @default.
- W2938787572 cites W2017757339 @default.
- W2938787572 cites W2040108544 @default.
- W2938787572 cites W2056782407 @default.
- W2938787572 cites W2069860303 @default.
- W2938787572 cites W2086894849 @default.
- W2938787572 cites W2095840822 @default.
- W2938787572 cites W2099376871 @default.
- W2938787572 cites W2107239011 @default.
- W2938787572 cites W2108860923 @default.
- W2938787572 cites W2108955129 @default.
- W2938787572 cites W2111693417 @default.
- W2938787572 cites W2111995023 @default.
- W2938787572 cites W2129604246 @default.
- W2938787572 cites W2132649103 @default.
- W2938787572 cites W2161517239 @default.
- W2938787572 cites W2165487227 @default.
- W2938787572 cites W2174722713 @default.
- W2938787572 cites W2283968330 @default.
- W2938787572 cites W2323405617 @default.
- W2938787572 cites W2521497567 @default.
- W2938787572 cites W2768493217 @default.
- W2938787572 cites W3121459729 @default.
- W2938787572 cites W3123090742 @default.
- W2938787572 cites W3123304754 @default.
- W2938787572 cites W3123476072 @default.
- W2938787572 cites W3125369541 @default.
- W2938787572 cites W3125813555 @default.
- W2938787572 cites W3126036398 @default.
- W2938787572 cites W373377226 @default.
- W2938787572 cites W4234262660 @default.
- W2938787572 cites W4235809384 @default.
- W2938787572 cites W4250889207 @default.
- W2938787572 cites W4253037608 @default.
- W2938787572 doi "https://doi.org/10.1177/0022242919841039" @default.
- W2938787572 hasPublicationYear "2019" @default.
- W2938787572 type Work @default.
- W2938787572 sameAs 2938787572 @default.
- W2938787572 citedByCount "26" @default.
- W2938787572 countsByYear W29387875722019 @default.
- W2938787572 countsByYear W29387875722020 @default.
- W2938787572 countsByYear W29387875722021 @default.
- W2938787572 countsByYear W29387875722022 @default.
- W2938787572 countsByYear W29387875722023 @default.
- W2938787572 crossrefType "journal-article" @default.
- W2938787572 hasAuthorship W2938787572A5007091836 @default.
- W2938787572 hasAuthorship W2938787572A5022814711 @default.
- W2938787572 hasAuthorship W2938787572A5055333102 @default.
- W2938787572 hasAuthorship W2938787572A5061822065 @default.
- W2938787572 hasConcept C138885662 @default.
- W2938787572 hasConcept C144133560 @default.
- W2938787572 hasConcept C15744967 @default.
- W2938787572 hasConcept C162853370 @default.
- W2938787572 hasConcept C199033989 @default.
- W2938787572 hasConcept C2780586970 @default.
- W2938787572 hasConcept C2781310500 @default.
- W2938787572 hasConcept C41895202 @default.
- W2938787572 hasConcept C77805123 @default.
- W2938787572 hasConceptScore W2938787572C138885662 @default.
- W2938787572 hasConceptScore W2938787572C144133560 @default.
- W2938787572 hasConceptScore W2938787572C15744967 @default.
- W2938787572 hasConceptScore W2938787572C162853370 @default.
- W2938787572 hasConceptScore W2938787572C199033989 @default.
- W2938787572 hasConceptScore W2938787572C2780586970 @default.
- W2938787572 hasConceptScore W2938787572C2781310500 @default.
- W2938787572 hasConceptScore W2938787572C41895202 @default.
- W2938787572 hasConceptScore W2938787572C77805123 @default.
- W2938787572 hasIssue "4" @default.
- W2938787572 hasLocation W29387875721 @default.
- W2938787572 hasOpenAccess W2938787572 @default.
- W2938787572 hasPrimaryLocation W29387875721 @default.
- W2938787572 hasRelatedWork W2135634233 @default.
- W2938787572 hasRelatedWork W2147859020 @default.
- W2938787572 hasRelatedWork W2420327950 @default.
- W2938787572 hasRelatedWork W2599191595 @default.
- W2938787572 hasRelatedWork W2773870582 @default.
- W2938787572 hasRelatedWork W2941467597 @default.
- W2938787572 hasRelatedWork W3164529477 @default.
- W2938787572 hasRelatedWork W3198112861 @default.