Co-design and chronic regulatory focus: A cross-cultural study and suggestions for future e-marketing practices

Abstract

Today, to get optimal and effective solutions, firms go toward co-creation and crowdsourcing activities especially the virtual ones. The technological and e-marketing revolutions greatly explain the spread of those collaborative practices. Special interest of this study is on consumer perceptual and behavioral responses toward co-designed packaging in order to assess the worthiness of conducting an online co-design experience. For this reason, based on categorization and regulatory focus theories, we developed a research model to understand consumer’s perceptual and psychological effects on his responses toward co-designed packaging. A cross-cultural study through an online experiment brings to light unpredicted findings and new insights for co-design and consumer psychology literatures, as well as, for e-marketers and professionals.