The Dual Impact of Consumers’ Role Conflict on Value Creation
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Pu Liu
,
Meihan Wang
Abstract
This study investigates how role conflicts experienced by consumers – specifically inter-role and intra-role conflict – affect outcomes in value co-creation activities. As consumers increasingly participate in co-creation with firms, they face tensions arising from multiple role expectations, yet existing literature largely neglects these psychological dynamics. Drawing on role theory, this study conducts four controlled experiments – including T-shirt and clay design tasks – to manipulate and compare these conflict types. Results show that inter-role conflict positively influences value creation outcomes, whereas intra-role conflict negatively affects them. Moreover, the study highlights the mediating role of deviant behavior and the moderating effect of chronic regulatory focus. By examining the distinct mechanisms through which inter-role and intra-role conflicts shape value creation, this research advances theoretical understanding of consumer role dynamics in co-creation and offer actionable insights for firms aiming to optimize collaborative value generation.
Funding source: Tianjin Philosophy and Social Science Foundation
Award Identifier / Grant number: TJGL23-017
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Research funding: The author(s) disclosed receipt of the following financial support for the research, authorship, and/or publication of this article: This work was supported by the Tianjin Philosophy and Social Science Foundation [grant number TJGL23-017].
Appendix 1: Experimental Products and Scripts Used in the Experiment 1&2&3
This study selects the service of T-shirt design improvement as the research area and describes the experimental scenario. “T-shirt Design is an online production store where you often buy T-shirts. consumers can design or buy the T-shirt design work they want. Now, the store is conducting an anniversary event and preparing to launch a T-shirt with a unique design that reflects the brand image. Now, the consumer service of this store has found you and hopes that you will participate in the design improvement activity of this T-shirt. After making the corresponding suggestions, the store will summarize the suggestions and launch a thumbs-up activity among the participants. The top 20 participants in the selection activity will receive one piece of the final finished T-shirt for free, and other participants can purchase the final finished T-shirt at a discounted price of 10 %”. The improved T-shirt in the experiment is shown in Figure 6.
T-shirt design improvement diagram.
Inter-role conflict group: First, the service staff proposed that they want to improve the design of the T-shirt to a mature and casual style, but consumers A and B (both consumers have the right to vote in the following selection activities) think that the T-shirt should have a youthful, energetic style and invite you to design the T-shirt with them. Subsequently, in every aspect of the T-shirt design (e.g., design of version, style, pattern, color, and material), the requirements of corporate service personnel and the preferences of other consumers could be more consistent. For example, the corporate service staff hope the T-shirt would be slim, whereas consumers A and B think the loose version is more comfortable. Therefore, different participants (corporate service personnel and other consumers) put forth inconsistent expectations and requirements through multiple links in the value-creation process, leading to Inter-role conflict.
Intra-role conflict group: First, the service staff ask you to point out the dissatisfaction with the T-shirt; subsequently, they ask you to propose suggestions for improvement, and finally, the service staff focus on every aspect of the T-shirt design (e.g., “Should the neckline be a round collar or V-neck? ” “Is the version loose or slim?” “What should be the pattern style, size, and position?” “Should the material of the T-shirt be elastic or non-elastic?”). Moreover, ask you for suggestions. Therefore, through value creation activities, the service personnel of the enterprise first put forward a simple request and gradually put forward more complex expectations and requirements to stimulate the perception of Intra-role conflict.
Control group: Participants are free to participate in T-shirt design improvement activities without any request.
Appendix 2: Experimental Products and Scripts Used in the Experiment 4
In this experiment, “consumer participation in the company’s product co-creation activities” was designed as the experimental scenario. The product manager invites the participants to participate in the development of clay products. An offline co-creation group is formed by three members, including the subject, the product assistant and other consumers, who work together to create the clay product “Carrot Brothers”, during which all three can express their ideas and exchange ideas. (Product managers, product assistants, and other consumers are lab staff).
The product manager explained to the participants: Hello, I am the product manager of the noodle store, which is an enterprise specializing in the design, production and sales of noodle people, and these carrots on the table are our products. You are our old consumer, in order to listen to the voice of consumers, to make a good product accepted by the market, we invite you to join the company’s product co-creation team, the group consists of 1 product assistant, 2 old consumers, the task of the group is to create a new product “carrot brothers”, you can use the shape of these carrots on the table as a basis, by adding facial expressions, decorations, etc. to personify it. If there’s anything you don’t understand or don’t understand, okay, the product assistant and another consumer are already waiting for you in the house, looking forward to you creating a good product together. The co-created clay product in the experiment is shown in Figure 7.
Diagram of co-created clay product.
Inter-role conflict group: The product assistant explained to the participant: Hello, welcome. I am the product assistant of this company, this is another old consumer, next, the three of us want to cooperate to create a new product “Carrot Brothers”, and the co-creation time for us is 20 min. As for the idea of design, the three of us discussed it together, discussed it together, and it was all right. The three of them each express their ideas and begin to pinch together, and in the process, the product assistant makes incompatible requests with other consumers. The product assistant said: Carrot brothers, I think it’s good to pinch three together, it looks lively. Other consumers said: I propose, only two, the rest of the time we can pinch some decorations. Other consumers said: I propose, let’s pinch a pair of childhood carrot brothers. The product assistant said: I think we should pinch a pair of elderly carrot brothers. The product assistant said: I think their facial expression should be crying, I haven’t seen each other crying for a long time. Other consumers indicated that their facial expression, I suggest, was to laugh, hug each other and laugh. After pinching, the product assistant motioned for the subject to return to room A with the co-created product to find the product manager. The product manager asks the participant to fill out the questionnaire.
Intra-role conflict group: The product assistant explained to the participant: Hello, welcome. I’m a product assistant at this business, and this is another regular consumer. I’m telling you, this event is just to complete the task of the product manager, let’s just make a show, I’ve designed one in advance (secretly take out a sample diagram), you can pinch an exact one according to this, so that I can make a difference. But beware, I have a strict requirement, please make sure you make sure to pinch an identical one. Other consumers said, “I thought I could incorporate my own ideas, but it was too difficult to make them exactly the same.” Alas, forget it, hurry up and finish it, and complete the task. Before the end of the 20-min timer, every time the consumer finished pinching, the product manager said that the product did not meet the requirements and did not make it exactly the same (because the sample picture is ugly and not easy to pinch). Finally, when the time is up, the subject is signaled to return to room A with the co-created product to find the product manager. The product manager asks the participant to fill out the questionnaire.
Control group: The product assistant explained to the participant: Hello, welcome. I am the product assistant of this company, this is another old consumer, next, the three of us want to cooperate to create a new product “Carrot Brothers”, and the co-creation time for us is 20 min. As for the idea of design, the three of us discussed it together, discussed it together, and it was all right. The three of them each expressed their thoughts and began to pinch together. After pinching, the product assistant motioned for the subject to return to room A with the co-created product to find the product manager. The product manager asks the participant to fill out the questionnaire.
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