%0 Journal Article
%T Successfully Communicating a Cocreated Innovation
%A Charles H. Noble
%A Darren W. Dahl
%A Helen Si Wang
%A Sungho Park
%J Journal of Marketing
%@ 1547-7185
%D 2019
%R 10.1177/0022242919841039
%X Despite the growing popularity of cocreation approaches to innovation, the bottom-line results of these efforts continue to frustrate many firms. Marketing communications are one important tool in stimulating consumer adoption, yet marketers to date have not taken advantage of a unique phenomenon associated with many cocreated innovations: the presence of a genesis story in the words of the creator, which can be combined in different ways with traditional marketing messaging. Using mixed methods, the authors demonstrate a crossover effect in which a ¡°mismatch¡± of the fundamental motivations behind authentic creation narratives and traditional persuasive messages enhances adoption of the cocreated innovation. This effect is mediated by potential adopters¡¯ self-referencing of their own stories about similar experiences or consumption episodes. Furthermore, the effect of a motivation mismatch strategy is attenuated for expert consumers. Finally, this motivation mismatch strategy triggers ¡°takeoff¡± of cocreated innovations. This research offers substantial implications for research on cocreated innovation, narrative persuasion, and firm-generated and user-generated communication. It provides managers specific guidance on enhancing the success of cocreation programs through an integrated communications strategy
%K adoption
%K cocreated innovation
%K firm-generated content
%K narrative self-referencing
%K user-generated content
%U https://journals.sagepub.com/doi/full/10.1177/0022242919841039