Hard work: Unanticipated collaboration in co-creation processes

Gry Høngsmark Knudsen*, Yun Mi Antorini

*Corresponding author for this work

Research output: Contribution to journalJournal articleResearchpeer-review


In this article, we ask the question how individuals and the community share the burden of work tasks during prolonged co-creation processes. Building on theories of user community, co-creation, and work, we analyze the LEGO Ideas co-creation platform and the user interactions around co-creation projects. Our analysis contributes to the understandings of work in co-creation processes, and it expands our understanding of consumer fatigue in collaborative communities. We argue that even when the reward is individual, the community’s share in the achievement is important as more than affectual work. This is because the community performs tasks such as promoting and marketing projects and employing digital skills such as video or software renderings. Furthermore, we argue that creating a shared feeling of project value, even when a project is not approved by the company is important for maintaining participation in co-creation communities, because community empathy and care are not sufficient in such cases.

Original languageEnglish
JournalJournal of the Association for Consumer Research
Issue number4
Pages (from-to)435-446
Publication statusPublished - Oct 2021
Externally publishedYes

Bibliographical note

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© 2021 Association for Consumer Research. All rights reserved.


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