Atypical Shifts Post-failure: Influence of Co-creation on Attribution and Future Motivation to Co-create

This study investigates how the effect of the failure of co-created products or services influences: (a) internal attribution (i.e. the self) and external attribution (i.e. the firm), (b) customers' expectancies of success, and (c) customers' future motivation to co-create and contribute to recovery from failure. We use attribution theory and the attribution-expectancy framework to explain the theoretical relationships we advance and test our hypotheses in two independent experiments that stimulate co-creation through role-play and vignettes. The results show that customer co-creation shifts the attribution for failure to the self, resulting in atypical shifts in expectancy (increasing customers' expectancy of future success and motivation to continue co-creating in the future). Our results suggest that utilizing customers' efforts and skills in the co-creation of products and services can help firms to manage failure effectively. The implications of our findings on co-creation research and product and service failures are discussed, specific applications within the digital context are considered, and suggestions are offered for future research.