Happy to co­create: the influence of product co­creation over consumer hedonic adaptation

Purpose Researchers have been exploring the consequences of the hedonic adaptation process at length. This phenomenon is characterized by the reduction of pleasure with consumption experiences over time. Meanwhile, co-creation initiatives seem to be gaining traction in brand strategies. However, little is known about how individuals experience the co-creation effects in consumption. The purpose of this study is to analyse the impact of consumer co-creation experiences on predicting hedonic adaptation. Also, it aims to provide insights into the emotional aspects of consumption. Design/methodology/approach Three mixed-design experimental studies were conducted to explore the effects of co-creation on consumer hedonic adaptation, affective forecasting and emotional responses. Study 1 and Study 2 were conducted online with American participants. Study 3 was conducted in a laboratory setting in Brazil. Findings The research demonstrated that individuals predict that the path to consumption adaptation will be longer when co-creating their products co-create. However, this effect varies depending on the type of product. As for the emotional aspect, consumers attribute more positive emotions than negative ones in the context of co-creation. Research limitations/implications This study manipulated different conditions considering specific product types. Future research should apply this framework to other products and services to confirm the generalization of the study’s findings. Also, the authors encourage future studies that explore emotions in different co-creation scenarios. Practical implications Elucidating how co-creation impacts consumers’ hedonic adaptation empowers companies to leverage co-creation to cultivate positive consumer attitudes and brand loyalty. Marketing campaigns can highlight the emotional benefits of ownership and personalization. It also provides a sustainable perspective for companies, which seeks consumers who remain present over time and trust the company. Furthermore, co-creation can be used strategically for innovation management. By co-creating limited-edition trial products, companies can involve new customers, foster a sense of ownership and potentially mitigate hedonic adaptation, while gathering valuable insights for new product development. Originality/value This research advances the limited literature on co-creation and customer hedonic adaptation, which lies at the interface between consumer behaviour and product development. It explores how product co-creation affects consumers’ predictions and shopping experiences concerning pleasure decrease, including product value and company feedback. Additionally, it examines the role of emotions in co-creation and hedonic adaptation. This research contributes by demonstrating the impact of co-creation on adaptation, affective forecasting and emotional responses during consumption.