The Innovation Effect of User Design: Exploring Consumers’ Innovation Perceptions of Firms Selling Products Designed by Users

Martin Schreier, Christoph Fuchs, Darren W. Dahl · 2012 · Journal of Marketing

Summary. Firms that involve users in designing products enhance consumer perceptions of innovation compared to traditional professional design. Four studies show this user-design approach increases purchase intentions, willingness to pay, and recommendation likelihood. The effect strengthens when more diverse consumers participate, face fewer constraints, and actually use their designs. Consumer familiarity with user innovation and task complexity moderate these outcomes.

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Schreier, M., Fuchs, C., & Dahl, D. W.. (2012). The Innovation Effect of User Design: Exploring Consumers’ Innovation Perceptions of Firms Selling Products Designed by Users. Journal of Marketing. https://doi.org/10.1509/jm.10.0462

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  title   = {The Innovation Effect of User Design: Exploring Consumers’ Innovation Perceptions of Firms Selling Products Designed by Users},
  author  = {Martin Schreier and Christoph Fuchs and Darren W. Dahl},
  journal = {Journal of Marketing},
  year    = {2012},
  doi     = {10.1509/jm.10.0462},
  url     = {https://doi.org/10.1509/jm.10.0462}
}

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AU  - Martin Schreier
AU  - Christoph Fuchs
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Details

DOI: 10.1509/jm.10.0462
Countries: Austria, Netherlands, Canada
Regions: Europe, North America
Categories: innovation-theory, entrepreneurship, general-innovation
Added: 2026-04-28