A Signalling Approach to Enhance the Advertising Effectiveness of Customer-Ideated New Products: An Abstract

Abstract

Empowering consumers in new product idea generation or selection is getting increasingly popular. Dell, PespiCo and Starbucks are examples of firms relying on those customer empowerment strategies (CES). Labelling new products as user driven has proven to have impacts on brand preference and evaluations even on people not participating in the CES, i.e. the non-participating brand audience (Dahl et al. 2014; Fuchs et al. 2013; Fuchs and Schreier 2011; Meissner et al. 2017; Schreier et al. 2012). Besides, through field experiments, Nishikawa et al. (2017) showed an increase in a product’s actual market performance when marketing it as “customer-ideated” at the point of purchase.