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dc.contributor.authorOgunbodede, Olabode Emmanuel-
dc.descriptionPh. D. Thesis.en_US
dc.description.abstractCo-destruction and co-creation are both likely outcomes of interactions between firms and consumers. Whilst co-creation has been studied within the literature, co-destruction has not been studied as extensively. This work attempts to bridge this gap by highlighting factors innate to consumers which increase their likelihood to co-destroy value during interactions with firms. Whilst the focus of this work is co-destruction, the study utilises co-creation to put co-destruction into context. Data were collected through an online sample and a variety of methods were used to determine the effect of basic human values, motivation and personality traits on consumer co-destruction and co-creation behaviour and consumer co-destruction and co-creation choice. This work also determined the benefits sought by consumers who co-destroy or co-create value during interactions with firms. With regards to basic human values, this work finds that personal values which express self-enhancement and openness-to-change facilitate co-destruction behaviour, while personal values which express self-transcendence and conservation facilitate co-creation behaviour. The results also suggest that the basic human values circumplex structure can be divided beyond the current division to reflect co-creation and co-destruction values. For personality traits, this work finds neurotic consumers are most likely to exhibit behaviours which will co-destroy value for the firm while conscientious and agreeable consumers are consumers least likely to co-destroy value. Neurotic consumers are consumers least likely to co-create value while extroverted and open consumers are most likely to co-create value during interactions. Findings from this work also show that both values and traits predict consumer co-destruction and co-creation choices during interactions. Basic human values show a stronger prediction of co-destruction choices in comparison to co-creation choices, highlighting the more cognitive nature of co-destruction. The study has also found that whilst traits contribute to the variance in choice, traits do not necessarily show better classification of choice in comparison to values. Finally, this study finds that a range of intrinsic and extrinsic motives drive consumers to exhibit co-destructive behaviours. These include revenge motives, egoistic motives and hedonic motives. Whilst consumers co-destroy value for both utilitarian and hedonic benefits, consumers are more likely to co-destroy value for hedonic benefits as opposed to co-destroying value for utilitarian benefits.en_US
dc.publisherNewcastle Universityen_US
dc.titleCo-destruction & Co-creation of Value: The Influence of Basic Values, Traits, Motives and Benefits on Consumer Behaviour and Choiceen_US
Appears in Collections:Newcastle University Business School

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