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Co-design and Chronic Regulatory Focus: A Cross-cultural Study and Suggestions for Future e-Marketing Practices

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Digital Economy. Emerging Technologies and Business Innovation (ICDEc 2018)

Part of the book series: Lecture Notes in Business Information Processing ((LNBIP,volume 325))

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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.

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Author information

Authors and Affiliations

  1. Faculty of Economic Sciences and Management of Sfax, Sfax, Tunisia

    Olfa Ammar, Safa Garbout & Imen Trabelsi Trigui

Authors
  1. Olfa Ammar
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  2. Safa Garbout
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  3. Imen Trabelsi Trigui
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Editor information

Editors and Affiliations

  1. University of Manouba, Manouba, Tunisia

    Mohamed Anis Bach Tobji

  2. University of Manouba, Manouba, Tunisia

    Rim Jallouli

  3. Brest Business School, Brest, France

    Yamen Koubaa

  4. University of Twente, Enschede, The Netherlands

    Anton Nijholt

Appendices

Annex 1: Stimulus

figure a

Annex 2: Process Macro’s Results

Table 4. Summary of Process Macro results for perceived typicality of Danish and Tunisian samples.
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Table 5. Summary of Process Macro results for overall quality perception of Danish and Tunisian samples.
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Table 6. Summary of Process Macro results for purchase intention of Danish and Tunisian samples.
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Ammar, O., Garbout, S., Trigui, I.T. (2018). Co-design and Chronic Regulatory Focus: A Cross-cultural Study and Suggestions for Future e-Marketing Practices. In: Bach Tobji, M., Jallouli, R., Koubaa, Y., Nijholt, A. (eds) Digital Economy. Emerging Technologies and Business Innovation. ICDEc 2018. Lecture Notes in Business Information Processing, vol 325. Springer, Cham. https://doi.org/10.1007/978-3-319-97749-2_3

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  • DOI: https://doi.org/10.1007/978-3-319-97749-2_3

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  • Publisher Name: Springer, Cham

  • Print ISBN: 978-3-319-97748-5

  • Online ISBN: 978-3-319-97749-2

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