An be accomplished by performing the activity (Kozinets,,but extrinsic motivations are utilitarian in nature and linked with attaining external,functional,and sensible incentives,distinct in the activity per se (Daugherty et al. However,lowerorder wants are connected with preserving physiological,subsistence (i.e food,water),safety,and security (i.e security,safety) requires,whereas higherorder desires have to do with social activities (i.e really like,esteem) and meeting selfactualization aspirations. When customers who participate in cocreation activities are motivated extrinsically to meet lowerorder demands,sensible purposes are their real motives (e.g monetary rewards,profession advancement; see Table. When they are motivated intrinsically and seek to meet lowerorder requirements,they genuinely take part in cocreation activities for sensible purposes related to mastering and enjoying the personal hedonism they derive from cocreating new and distinctive goods. With regard to higherorder desires,customers generally concentrate on relatedness and most likely participate in cocreation activities for extrinsic motives (e.g access to social capital,individual relationships,recognize with cocreating communities and projects,achieve social standing,and renown). Finally,to meet higherorder needs,selfesteem,selfefficacy,and selfexpression can prompt intrinsically motivated customers to take part in cocreation activities. Therefore,given that both intrinsic and extrinsic motivational aspects play a roleFrontiers in Psychology www.frontiersin.orgMay Volume ArticleMart ezCa s et al.Customer Cocreation and Transcendent MotivesTABLE Consumers’ motives for PubMed ID:https://www.ncbi.nlm.nih.gov/pubmed/23699656 participating in cocreation processes. Motivational things Monetary rewardsindirect and direct monetary payoffs from cocreation activities. Career advancementacquiring abilities and knowledge,becoming recognized Acquiring social capital,personal relationships,and identity constructioncocreators derive a sense of identity from cocreating communities and projects Access for social standing and renown Selfesteem,selfefficacy,and selfexpression Studying by way of cocreation from and with other people Hedonic motivationsenjoyment,flow,playfulness,passion for the job,escapism,wish for far better solutions. Altruistic desire to contributeexpressions of personal values,ideological beliefs,or deeply felt needs Authors Wasko and Faraj F ler Hoyer et al. Zwass Roberts et al Lerner and Tirole Zwass Roberts et al Wasko and Faraj buy 3-Methylquercetin Nambisan F ler Nambisan and Baron Hoyer et al ,Zwass Chen et al. Roberts et al Lerner and Tirole Nambisan F ler Nambisan and Baron Hoyer et al. Zwass Chen et al. Roberts et al Bandura Kollock,Wasko and Faraj Zwass Roberts et al Nambisan Nambisan and Baron Chen et al. Roberts et al Kollock Zeityln Zwass Roberts et alTABLE Integrative revision of classical motivational taxonomies and cocreation motivators.h hhhMaslow,Herzberg,hhhh hhh hExtrinsic motivation Social capital,personal relationships,and identity building Social standing and renown Economic rewards Profession advancementIntrinsic motivation Selfesteem,selfefficacy,and selfexpression Hedonic motivationsLearningHigherorder wants Lowerorder needsSource: Depending on Guill et al. .in explaining consumers’ willingness to engage in cocreation activities,we propose: Proposition A : Shoppers engage in cocreation activities to receive external goods,beyond performing the activity itself,reflecting their extrinsic motivation. Proposition B : Consumers engage in cocreation activities to r.
