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The psychological and behavioral consequences of customer empowerment in new product development: Situational framework, review, and research agenda

Business

The psychological and behavioral consequences of customer empowerment in new product development: Situational framework, review, and research agenda

L. Maier and C. V. Baccarella

Explore the intriguing world of customer empowerment in new product development, where firms seek innovation and market success. This research, conducted by Lukas Maier and Christian V. Baccarella, offers a comprehensive framework that reveals the psychological and behavioral impacts of different customer empowerment scenarios. Dive in to discover why some strategies triumph while others falter.

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Playback language: English
Abstract
In search of innovation and market success, firms empower customers in new product development (NPD), leading to significant behavioral and psychological consequences. However, the literature lacks a comprehensive conceptualization and empirical overview, neglecting the situational nature of customer empowerment and the divergent effects on participating versus observing customers. This review systematically analyzes the literature and develops a conceptual framework integrating different customer empowerment situations and their psychological (e.g., firm perceptions, feelings of empowerment) and behavioral (e.g., product preferences, willingness-to-pay) consequences. The framework structures previous research, highlights similarities and differences, and sets the stage for future research, advancing understanding of why some customer empowerment strategies are more successful than others.
Publisher
Journal of Product Innovation Management
Published On
Jan 01, 2025
Authors
Lukas Maier, Christian V. Baccarella
Tags
customer empowerment
new product development
behavioral consequences
psychological effects
marketing strategies
firm perceptions
willingness-to-pay
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