Co-creation and motivation

A similar approach is suggested by Arnould and Thompson (2005), who propose that, in post modern culture, individuals are engaged in a constant task of negotiating meanings from lived and mediated experience as they endeavor to construct and maintain their identity. As part of the resources for this task they utilize the symbolic meanings of their experiences. It is presumed that co-production experiences can be a pre-eminent source of mythic and symbolic resources through which people construct narratives of identity. 

Etgar, 2008 – A descriptive model of consumer co-production process


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