Coproduction of Transformative Services as a Pathway to Improved Consumer Well-Being

Although many consumers turn to financial counseling to improve their financial well-being, the effectiveness of these counseling services remains nebulous and the exact mechanisms through which they improve consumer well-being require further research. This longitudinal research demonstrates that consumers’ coproduction of financial counseling services is pivotal for increasing their credit scores and for decreasing their financial stress. Drawing on self-determination theory, this study also shows that financial literacy, consumer involvement, and attachment styles are important drivers of coproduction. Involvement plays a moderating role, such that higher involvement substitutes for lower levels of financial literacy and mitigates the negative effects of attachment avoidance on coproduction. These findings help both counseling agencies and public policy makers improve the effectiveness of financial counseling. Financial counselors should track their customers’ objective and subjective financial literacy, involvement, and attachment styles, then segment customers, and, finally, tailor the service provision accordingly, to leverage coproduction as the pathway to consumers’ financial well-being. From a public policy perspective, the findings suggest that efforts to improve consumer financial literacy are important but should be supplemented with programs designed to increase consumer involvement in financial counseling; this combination promises to foster coproduction and improve consumers’ financial well-being.