Ed Malthouse, Research Director at the IMC Spiegel Research Initiatives, Northwestern University together with research associates Su Jung Kim and Mark Vandenbosch analyzed social media and purchasing data from Canadian company LoyaltyOne’s Air Miles.
They found that when consumers are engaged in contests that « evoke positive expressions and involve active customer-creation such as submitting a photo or video », they are more likely to purchase in the short and long-term. « If consumers are involved in the creation of the benefit, they tend to value it more and think about it longer than if it was presented to them directly ».
The researchers stated that « they have strong preliminary evidence that more extensive elaboration does positively affect subsequent purchase behaviors ».
This is an exciting development that could help make the case for a Return On Co-creation, in addition to speed, cost-reduction v. traditional solutions and reduced risks of failures due to increase in market relevance.