Addis, Michela; Miniero, Giulia; Ricotta, Francesco - In: European Journal of Marketing 55 (2020) 1, pp. 163-192
Purpose: The purpose of the paper is to investigate the role individual fantastical thinking (FT) plays in increasing the returns of value co-production by using technology-based services (TBSs). Design/methodology/approach: This research combines 3 laboratory experimental studies with a...