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Inviting the Amateurs into the Studio: Understanding How Consumer Engagement in Product Design Creates Value


Address correspondence to: C. Page Moreau, UCB 419, Leeds School of Business, University of Colorado, Boulder 80309. E-mail: Tel: (303) 735-6306.


With consumers increasingly taking on the role of product designer, interesting and important avenues for new research are emerging. This article highlights two broad areas that researchers in both consumer behavior and product design may want to consider: (1) what constitutes consumer design and (2) what factors influence value creation when consumers assume responsibility for some or all of the design task.

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