IDEAS home Printed from https://ideas.repec.org/a/eee/joreco/v62y2021ics0969698921002101.html
   My bibliography  Save this article

Is self-knowledge the ultimate prize? A quantitative analysis of participation choice in online ideation crowdsourcing contests

Author

Listed:
  • Dargahi, Rambod
  • Namin, Aidin
  • Ketron, Seth C.
  • Saint Clair, Julian K.

Abstract

Online crowdsourcing contests are a nascent but rapidly growing method among marketers and retailers to generate and solicit creative ideas. In two studies – a dynamic model with scraped data from a well-known crowdsourcing platform using Python (study 1) and a survey among real participants in online contests with conjoint analysis (study 2) – we explore how multiple design parameters influence participation in online contests. Our empirical results support the notion that both extrinsically (i.e., prize money) and intrinsically (i.e., feedback) motivating parameters can generate value for participants (i.e., expected utility). Comparatively, however, we find evidence that intrinsically motivating design parameters that provide self-relevant feedback (i.e., feedback from organizer) can be more impactful than extrinsically motivating design parameters (i.e., award size). We also show novel time-dependent effects: as a contest nears its end, important design parameters shift in their effects on participation rates— their role over time is non-monotonic. In particular, the effect of award size becomes non-significant, but feedback remains impactful. Our findings contribute to the crowdsourcing literature, especially regarding how self-knowledge (e.g., self-efficacy) affects utility and consumer co-creation through contest participation over time; the findings also can help retail managers and marketers enhance participation in idea contests.

Suggested Citation

  • Dargahi, Rambod & Namin, Aidin & Ketron, Seth C. & Saint Clair, Julian K., 2021. "Is self-knowledge the ultimate prize? A quantitative analysis of participation choice in online ideation crowdsourcing contests," Journal of Retailing and Consumer Services, Elsevier, vol. 62(C).
    • Handle: RePEc:eee:joreco:v:62:y:2021:i:c:s0969698921002101
    DOI: 10.1016/j.jretconser.2021.102644
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S0969698921002101
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.jretconser.2021.102644?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Kevin J. Boudreau & Karim R. Lakhani & Michael Menietti, 2016. "Performance responses to competition across skill levels in rank-order tournaments: field evidence and implications for tournament design," RAND Journal of Economics, RAND Corporation, vol. 47(1), pages 140-165, February.
    2. Mark Boons & Daan Stam & Harry G. Barkema, 2015. "Feelings of Pride and Respect as Drivers of Ongoing Member Activity on Crowdsourcing Platforms," Journal of Management Studies, Wiley Blackwell, vol. 52(6), pages 717-741, September.
    3. Spence, Michael, 1974. "Competitive and optimal responses to signals: An analysis of efficiency and distribution," Journal of Economic Theory, Elsevier, vol. 7(3), pages 296-332, March.
    4. Ajzen, Icek, 1991. "The theory of planned behavior," Organizational Behavior and Human Decision Processes, Elsevier, vol. 50(2), pages 179-211, December.
    5. Nikolaus Franke & Peter Keinz & Katharina Klausberger, 2013. "“Does This Sound Like a Fair Deal?”: Antecedents and Consequences of Fairness Expectations in the Individual’s Decision to Participate in Firm Innovation," Organization Science, INFORMS, vol. 24(5), pages 1495-1516, October.
    6. Akerlof, George A, 1991. "Procrastination and Obedience," American Economic Review, American Economic Association, vol. 81(2), pages 1-19, May.
    7. Christian Terwiesch & Yi Xu, 2008. "Innovation Contests, Open Innovation, and Multiagent Problem Solving," Management Science, INFORMS, vol. 54(9), pages 1529-1543, September.
    8. Yan Huang & Param Vir Singh & Kannan Srinivasan, 2014. "Crowdsourcing New Product Ideas Under Consumer Learning," Management Science, INFORMS, vol. 60(9), pages 2138-2159, September.
    9. Kevin J. Boudreau & Nicola Lacetera & Karim R. Lakhani, 2011. "Incentives and Problem Uncertainty in Innovation Contests: An Empirical Analysis," Management Science, INFORMS, vol. 57(5), pages 843-863, May.
    10. Dan Li & Longying Hu, 2017. "Exploring the effects of reward and competition intensity on participation in crowdsourcing contests," Electronic Markets, Springer;IIM University of St. Gallen, vol. 27(3), pages 199-210, August.
    11. Segev, Ella, 2020. "Crowdsourcing contests," European Journal of Operational Research, Elsevier, vol. 281(2), pages 241-255.
    12. Hanine Salwa & Nadia Steils, 2016. "Creative contests: knowledge generation and underlying learning dynamics for idea generation," Post-Print halshs-01427155, HAL.
    13. Namin, Aidin & Ratchford, Brian T. & Saint Clair, Julian K. & Bui, My (Myla) & Hamilton, Mitchell L., 2020. "Dine-in or take-out: Modeling millennials’ cooking motivation and choice," Journal of Retailing and Consumer Services, Elsevier, vol. 53(C).
    14. Stephen L. Vargo & Robert F. Lusch, 2016. "Institutions and axioms: an extension and update of service-dominant logic," Journal of the Academy of Marketing Science, Springer, vol. 44(1), pages 5-23, January.
    15. Namin, Aidin & Ratchford, Brian T. & Soysal, Gonca P., 2017. "An empirical analysis of demand variations and markdown policies for fashion retailers," Journal of Retailing and Consumer Services, Elsevier, vol. 38(C), pages 126-136.
    16. Jeffrey D. Shulman & Marcus Cunha & Julian K. Saint Clair, 2015. "Consumer Uncertainty and Purchase Decision Reversals: Theory and Evidence," Marketing Science, INFORMS, vol. 34(4), pages 590-605, July.
    17. Beibei Dong & K. Sivakumar, 2017. "Customer participation in services: domain, scope, and boundaries," Journal of the Academy of Marketing Science, Springer, vol. 45(6), pages 944-965, November.
    18. Tracy Xiao Liu & Jiang Yang & Lada A. Adamic & Yan Chen, 2014. "Crowdsourcing with All-Pay Auctions: A Field Experiment on Taskcn," Management Science, INFORMS, vol. 60(8), pages 2020-2037, August.
    19. Prashant Kumar & Tao Meng & Sajal Kabiraj, 2019. "Effect of Crowdsourcing on Consumer Brand Perceptions and Behavioral Intentions," Business Perspectives and Research, , vol. 7(1), pages 42-58, January.
    20. Yashar Dehdashti & Brian T. Ratchford & Aidin Namin, 2018. "Who searches where? A new car buyer study," Journal of Marketing Analytics, Palgrave Macmillan, vol. 6(2), pages 44-52, June.
    21. Francesco Cappa & Federica Rosso & Darren Hayes, 2019. "Monetary and Social Rewards for Crowdsourcing," Sustainability, MDPI, vol. 11(10), pages 1-14, May.
    22. Ngo, Liem Viet & O'Cass, Aron, 2013. "Innovation and business success: The mediating role of customer participation," Journal of Business Research, Elsevier, vol. 66(8), pages 1134-1142.
    23. Fedorenko, Ivan & Berthon, Pierre & Rabinovich, Tamara, 2017. "Crowded identity: Managing crowdsourcing initiatives to maximize value for participants through identity creation," Business Horizons, Elsevier, vol. 60(2), pages 155-165.
    24. Oguz Ali Acar, 2018. "Harnessing the creative potential of consumers: money, participation, and creativity in idea crowdsourcing," Marketing Letters, Springer, vol. 29(2), pages 177-188, June.
    25. Garcia Martinez, Marian, 2017. "Inspiring crowdsourcing communities to create novel solutions: Competition design and the mediating role of trust," Technological Forecasting and Social Change, Elsevier, vol. 117(C), pages 296-304.
    26. Tim Straub & Henner Gimpel & Florian Teschner & Christof Weinhardt, 2015. "How (not) to Incent Crowd Workers," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 57(3), pages 167-179, June.
    27. Wood, Robert E., 1986. "Task complexity: Definition of the construct," Organizational Behavior and Human Decision Processes, Elsevier, vol. 37(1), pages 60-82, February.
    28. Barry L. Bayus, 2013. "Crowdsourcing New Product Ideas over Time: An Analysis of the Dell IdeaStorm Community," Management Science, INFORMS, vol. 59(1), pages 226-244, June.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Yang, Xi & Zhao, Quanwu & Sun, Heshan, 2022. "Seekers’ complaint behavior in crowdsourcing: An uncertainty perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    2. Patel, Chirag & Ahmad Husairi, Mariyani & Haon, Christophe & Oberoi, Poonam, 2023. "Monetary rewards and self-selection in design crowdsourcing contests: Managing participation, contribution appropriateness, and winning trade-offs," Technological Forecasting and Social Change, Elsevier, vol. 191(C).

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Patel, Chirag & Ahmad Husairi, Mariyani & Haon, Christophe & Oberoi, Poonam, 2023. "Monetary rewards and self-selection in design crowdsourcing contests: Managing participation, contribution appropriateness, and winning trade-offs," Technological Forecasting and Social Change, Elsevier, vol. 191(C).
    2. repec:eee:respol:v:48:y:2019:i:8:p:- is not listed on IDEAS
    3. Hu, Feng & Bijmolt, Tammo H.A. & Huizingh, Eelko K.R.E., 2020. "The impact of innovation contest briefs on the quality of solvers and solutions," Technovation, Elsevier, vol. 90.
    4. Ho Cheung Brian Lee & Sulin Ba & Xinxin Li & Jan Stallaert, 2018. "Salience Bias in Crowdsourcing Contests," Information Systems Research, INFORMS, vol. 29(2), pages 401-418, June.
    5. Jiao, Yuanyuan & Wu, Yepeng & Lu, Steven, 2021. "The role of crowdsourcing in product design: The moderating effect of user expertise and network connectivity," Technology in Society, Elsevier, vol. 64(C).
    6. Swanand J. Deodhar & Samrat Gupta, 2023. "The Impact of Social Reputation Features in Innovation Tournaments: Evidence from a Natural Experiment," Information Systems Research, INFORMS, vol. 34(1), pages 178-193, March.
    7. Elina H. Hwang & Param Vir Singh & Linda Argote, 2019. "Jack of All, Master of Some: Information Network and Innovation in Crowdsourcing Communities," Information Systems Research, INFORMS, vol. 30(2), pages 389-410, June.
    8. Moghaddam, Ehsan Noorzad & Aliahmadi, Alireza & Bagherzadeh, Mehdi & Markovic, Stefan & Micevski, Milena & Saghafi, Fatemeh, 2023. "Let me choose what I want: The influence of incentive choice flexibility on the quality of crowdsourcing solutions to innovation problems," Technovation, Elsevier, vol. 120(C).
    9. Francesco Cappa & Federica Rosso & Darren Hayes, 2019. "Monetary and Social Rewards for Crowdsourcing," Sustainability, MDPI, vol. 11(10), pages 1-14, May.
    10. repec:wsi:acsxxx:v:21:y:2019:i:08:n:s1363919619500142 is not listed on IDEAS
    11. Pollok, Patrick & Lüttgens, Dirk & Piller, Frank T., 2019. "Attracting solutions in crowdsourcing contests: The role of knowledge distance, identity disclosure, and seeker status," Research Policy, Elsevier, vol. 48(1), pages 98-114.
    12. Liao, Junyun & Chen, Jiawen & Mou, Jian, 2021. "Examining the antecedents of idea contribution in online innovation communities: A perspective of creative self-efficacy," Technology in Society, Elsevier, vol. 66(C).
    13. Lars Hornuf & Sabrina Jeworrek, 2018. "How Community Managers Affect Online Idea Crowdsourcing Activities," CESifo Working Paper Series 7153, CESifo.
    14. Yuan Jin & Ho Cheung Brian Lee & Sulin Ba & Jan Stallaert, 2021. "Winning by Learning? Effect of Knowledge Sharing in Crowdsourcing Contests," Information Systems Research, INFORMS, vol. 32(3), pages 836-859, September.
    15. Garcia Martinez, Marian, 2017. "Inspiring crowdsourcing communities to create novel solutions: Competition design and the mediating role of trust," Technological Forecasting and Social Change, Elsevier, vol. 117(C), pages 296-304.
    16. Christoph Riedl & Victor P. Seidel, 2018. "Learning from Mixed Signals in Online Innovation Communities," Organization Science, INFORMS, vol. 29(6), pages 1010-1032, December.
    17. Hornuf, Lars & Jeworrek, Sabrina, 2018. "Crowdsourced innovation: How community managers affect crowd activities," IWH Discussion Papers 13/2018, Halle Institute for Economic Research (IWH).
    18. Paolo Roma & Esther Gal-Or & Rachel R. Chen, 2018. "Reward-Based Crowdfunding Campaigns: Informational Value and Access to Venture Capital," Information Systems Research, INFORMS, vol. 29(3), pages 679-697, September.
    19. Cynthia Weiyi Cai & Jennifer Gippel & Yushu Zhu & Abhay Kumar Singh, 2019. "The power of crowds: Grand challenges in the Asia-Pacific region," Australian Journal of Management, Australian School of Business, vol. 44(4), pages 551-570, November.
    20. Shunyuan Zhang & Param Vir Singh & Anindya Ghose, 2019. "A Structural Analysis of the Role of Superstars in Crowdsourcing Contests," Service Science, INFORMS, vol. 30(1), pages 15-33, March.
    21. Cheng, Xi & Gou, Qinglong & Yue, Jinfeng & Zhang, Yan, 2019. "Equilibrium decisions for an innovation crowdsourcing platform," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 125(C), pages 241-260.
    22. Natalicchio, A. & Messeni Petruzzelli, A. & Garavelli, A.C., 2017. "Innovation problems and search for solutions in crowdsourcing platforms – A simulation approach," Technovation, Elsevier, vol. 64, pages 28-42.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:joreco:v:62:y:2021:i:c:s0969698921002101. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/journal-of-retailing-and-consumer-services .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.