How attributions of coproduction motives shape customer relationships over time.

Unlabelled: Despite the proliferation of coproduction concepts in various B2C contexts, knowledge on how coproduction shapes customer relationships is still surprisingly limited, as prior studies find mixed results and are bound to a short-term perspective. The present study addresses these limitations by providing first insights into the underlying psychological processes that explain differences in the short- and long-term relationship consequences of positive and negative coproduction perceptions. Drawing from the multiple inference model, this research shows how customers' ambivalent attributions of a firm's coproduction motives (i.