tracking motivation engeser steiner kehr emac 2010 with authorization to intotheminds.com

Tracking Motivation ofTracking Motivation of Lead Users and Non-Lead Users

in Workshops onin Workshops on Sustainability Innovations?

Stefan Engeser, Susanne Steiner & Hugo M. Kehr

Technische Universität München

European Marketing Academy Conference 2010 - Track 4: Innovation and New Product Development -

Innovation and New Product Development - Engeser, Steiner & Kehr 1

p

Sustainable InnovationsSustainable Innovations

We are part of a joint research project:

Fostering sustainable consumption by integrating users into sustainability innovations y

www.nanu-projekt.de


Sustainable InnovationsSustainable Innovations

passive houses

User integrationin sustainability innovations

bioplastics

t bilitinnovations smart mobility

cross-cutting issues:motivation


User IntegrationUser Integrationn

InnovationworkshopsToolkits

high

tegr

atio

n

Idea Competitions

p

Communities

h

vel o

f Int

Focus groups DialogueService phone

Weblog

Lev

low

l

pOnline FeedbackInquiries

highLevel of Interactionlow


MotivationMotivation

In user integration motivational issues become apparent:In user integration motivational issues become apparent:

(1) Why do people participate in user integration without (adequate) payment?(adequate) payment?

(2) Are users still motivated during innovation processes?


Lead usernessLead-userness

Lead users are found a highly innovative source of newLead users are found a highly innovative source of new product development (e.g., Hippel, 1986; Lüthje et al., 2005; Morrison, et al., 2004, Schreier & Prügl, 2008)

Lead Users:Lead Users:

(1) Are ahead of the market trend

(2) Have high level of expertise

(3) Expect benefits of innovation


Research AimsResearch Aims

(1) Identify incentives to participate in user integration(1) Identify incentives to participate in user integration workshops on sustainability innovations

(2) Tracking motivation during innovation workshops(2) Tracking motivation during innovation workshops

(3) Testing the hypotheses that lead users see more incentives and showing higher motivation during theincentives and showing higher motivation during the workshop


Method ParticipantsMethod – Participants- Twelve workshops with a total of - 165 participants in - three marketplaces (passive houses, bioplastics, smart

mobilit )mobility).- Six workshops consisted of lead users only, and six of

non-lead users onlynon lead users only.- M = 40.1 years (SD = 16.7).- 44 % of the participants were women.p p

Lead user selected according to:- Dissatisfaction with existing products- Dissatisfaction with existing products- Expected benefits of innovations- Knowledge


Knowledge

Method ProcedureMethod – ProcedureOpen Innovation Incentive

Questionnaire (OIIQ)Friday 5 pm Questionnaire (OIIQ)Phase 1: Introduction

Friday 5 pm

Phase 2: Generation of ideasMotivational indicators:

Flow, Mood, 3 components of motivation

Phase 3: Selection of ideas

motivation

Phase 4: Elaboration of ideasMotivational indicators:

Flow, Mood, 3 components of Phase 4: Elaboration of ideasSaturday 5 pm motivation

(Commitment, Quality of ideas…)


( , y )

Method – Open Innovation Incentive QuestionnaireQuestionnaire

Incentives Items: I am taking part … g pAltruism … to help the company to develop new services and

productsId tifi ti id tif lf ith thIdentification … identify myself with the companyDiscontent … angry about the current offers.Tangible Rewards getting compensationTangible Rewards … getting compensation.Career … it looks good for my CV

Incentives are based on extensive literature research; e.g.,: Simon et al. (1998), Wu et al. (2007), Hertel et al. (2003).


Method – Open Innovation Incentive Questionnaire

Incentives Items: I am taking part …

Questionnaireg p

Altruism … to help the company to develop new services and products

Id tifi ti id tif lf ith thIdentification … identify myself with the companyDiscontent … angry about the current offers.Tangible Rewards getting compensationTangible Rewards … getting compensation.Career … it looks good for my CVAchievement … want to extend my knowledgePower … want to impress othersAffiliation … like to be with other peopleAbility … because I am a creative person

Additional incentives are based on motivational psychology; cf. Heckhausen & Heckhausen 2008


Heckhausen & Heckhausen, 2008.

Method Flow ExperienceMethod – Flow ExperienceFlow Experience (Csikszentmihalyi, 1975):

- High concentration

- Activity guided by an inner logic

- Change in the experience of time

- Merging of the self and the activity / loss of self-consciousness

Flow-Short-Scale (10 Items; e g Engeser & Rheinberg 2008)Flow-Short-Scale (10 Items; e.g., Engeser & Rheinberg, 2008)“I am totally absorbed in what I am doing”“I feel that I have everything under control”y g“I am completely lost in thought”


Method MoodMethod – MoodMood Adjective Checklist (UWIST; Matthews et al 1990) -Mood Adjective Checklist (UWIST; Matthews et al., 1990) -Energetization : How do you feel in the moment …activedynamicshiftless (recoded)i ti ( d d)inactive (recoded)…


Method 3 Components of MotivationMethod – 3 Components of Motivation3 Components of Motivation (Kehr 2004):3 Components of Motivation (Kehr, 2004):affective preferences “I find participating in the workshop fun”

cognitive preferences “It is important for me to come up with good results”

perceived abilities “I have the abilities needed to solve theperceived abilities I have the abilities needed to solve the problems in the workshop”


Results IncentivesResults – Incentives

Identification

Achievement

Altruism

Affiliation

Tangible Rewards

Ability

Power

Discontent

g

1 2 3 4 5 6

Power


Results Incentives & Lead UsernessResults – Incentives & Lead-UsernessLead User Non-Lead

UserM

UserM

Achievement 5.39 4.75

Identification 5.27 4.65

Affiliation 5.15 4.47

Alt i 5 23 4 39Altruism 5.23 4.39

Ability 4.82 3.62

Tangible Rewards 3.6 3.34Tangible Rewards 3.6 3.34

Discontent 3.81 2.69

Power 3.57 2.67

Career 3.22 2.37


Results Incentives & Lead UsernessResults – Incentives & Lead-UsernessLead User Non-Lead

UserM

UserM r d

Achievement 5.39 4.75 .39** 0.85

Identification 5.27 4.65 .29** 0.59

Affiliation 5.15 4.47 .29** 0.59

Alt i 5 23 4 39 37** 0 78Altruism 5.23 4.39 .37** 0.78

Ability 4.82 3.62 .50** 1.15

Tangible Rewards 3.6 3.34 .13+ 0.26Tangible Rewards 3.6 3.34 .13 0.26

Discontent 3.81 2.69 .36** 0.77

Power 3.57 2.67 .38** 0.82

Career 3.22 2.37 .26** 0.53

+ p < .10, * p < .05, ** p < .01


Results Incentives & Lead UsernessResults – Incentives & Lead-Userness Achieve-

mentIdenti-fication

Affili-ation

Altruism Ability Dis-content

Power Careerment fication ation contentβ β β β β β β β

Lead-Userness a .39**Age -.10Gender .05P i h b 03Passive house b .03Mobility c .07Lead-Userness x -.10ead Use essPassive house Lead-Userness xMobility

.03Mobility

a = lead user vs non-lead user * p < .05, ** p < .01


= lead user vs. non-lead userb = dummy variable: passive houses vs. others c = dummy variable: with mobility vs. others

p , p

Results Incentives & Lead UsernessResults – Incentives & Lead-Userness Achieve-

mentIdenti-fication

Affili-ation

Altruism Ability Dis-content

Power Careerment fication ation contentβ β β β β β β β

Lead-Userness a .39** .29** .29** .37** .49** .37** .38** .28**Age -.10 .09 -.11 -.08 -.16 -.05 -.40** -.45**Gender .05 .04 .09 .05 .00 .06 .02 .04P i h b 03 03 16 18 04 20* 05 06Passive house b .03 -.03 .16 -.18 .04 -.20* -.05 .06Mobility c .07 .09 .05 .38** .24* .06 .35** -.11Lead-Userness x -.10 -.03 -.08 .06 -.07 .01 .05 .05ead Use essPassive house Lead-Userness xMobility

.03 -.09 .17* .03 -.09 -.07 .13 -.09Mobility

a = lead user vs non-lead user * p < .05, ** p < .01


= lead user vs. non-lead userb = dummy variable: passive houses vs. others c = dummy variable: with mobility vs. others

p , p

Results Incentives & Lead UsernessResults – Incentives & Lead-Userness Affiliation

6

5

4

3Lead User Non-Lead User

Mobility Others


Results Incentives & Lead UsernessResults – Incentives & Lead-Userness

(1) Identification with the company/product and wanting to(1) Identification with the company/product and wanting to help finding new innovations (altruism) are strong incentives.

(2) Additionally, learning something new / accomplish something difficult (achievement) and being with others is important too.

(3) Lead users see higher incentives to participate in the workshops.

(4) We found small differences between the k t lmarketplaces.


Results Motivational IndicatorsResults – Motivational IndicatorsEnergetiz- Energetiz- Flow 1 Flow 2g

ation 1g

ation 2Lead-Userness a .04 .25* .12 .25*

A hi t 11 07 10 15Achievement .11 .07 .10 .15

Identification .18* .26* .18* .26*

Affiliation .10 -.05 .18* .06AffiliationAltruism .22* .23* .29* .35*

Ability .13 .00 .18* .12

Tangible Rewards -.12 -.24* .02 -.06

Discontent .08 .16 .13 .12

P 05 07 09 08Power .05 -.07 .09 .08

Career -.06 -.27* -.03 -.12

* p < 05a = lead user vs non lead user


p < .05a = lead-user vs. non-lead user

Results Motivational IndicatorsResults – Motivational IndicatorsEnergetization 2

βLead-Userness a .20*Age .30**Gender -.07Energetization 1 29**Energetization 1 .29Passive house b -.10Mobility c -.08Mobility Lead-Userness x Passive house -.01

Lead-Userness x Mobility -.06

a = lead user vs. non-lead userb = dummy variable: passive houses vs. others

* p < .05, ** p < .01


c = dummy variable: with mobility vs. others

Results Motivational IndicatorsResults – Motivational IndicatorsFlow 2β

Lead-Userness a .23**08Age .08

Gender .04Flow 1 29**Flow 1 .29Passive house b -.11Mobility c -.01Mobility Lead-Userness x Passive house .05

Lead-Userness x Mobility .05

a = lead user vs. non-lead userb = dummy variable: passive houses vs. others

* p < .05, ** p < .01


c = dummy variable: with mobility vs. others

Results Motivational IndicatorsResults – Motivational Indicators

(1) Lead users are more energetic at the end of the(1) Lead users are more energetic at the end of the workshop

(2) Lead users are more focused on the task (flow(2) Lead users are more focused on the task (flow experience)

(3) We found no differences between the marketplaces(3) We found no differences between the marketplaces


ConclusionsConclusions

Considering motivation:Considering motivation:

Integration of lead users into sustainable product development could be recommendeddevelopment could be recommended

Limitation:

High motivation is a necessary condition for achievement, but not a sufficient condition


Thank you


LiteraturLiteraturEngeser, S. & Rheinberg, F. (2008). Flow, moderators of challenge-skill balance and performance. Motivation and Emotion, 32, 158-172.Heckhausen, J. & Heckhausen, H. (2008). Motivation and action. Cambridge: University Press.Hertel, G., Niedner, S. & Herrmann, S. (2003). Motivation of software developers in open source projects: an internet-based survey of contributors to the Linux kernel. Research Policy, 32, 1159-1177.Kehr H M (2004) Integrating implicit motives explicit motives and perceived abilities: The compensatoryKehr, H. M. (2004). Integrating implicit motives, explicit motives, and perceived abilities: The compensatory model of work motivation und volition. Academy of Management Review, 29(3), 479-499.Lüthje, C. Herstatt, C., and von Hippel, E. (2005). User-Innovators and “Local” Information: The case of mountain biking. Research Policy, 34, 951-965.Matthews, G., Jones, D. M. & Chamberlain, A. G. (1990). Refining the measurement of mood: The UWIST Mood Adjective Checklist. British Journal of Psychology, 81, 17-42.

Morrison, P. D., Roberts, J. H., & Midgley, D. F. (2004). The nature of lead users and measurement of leading edge status. Research Policy, 33(2), 351–362.g g y ( )Schreier, M. & Prügl. R. (2008). Extending lead-user theory: antecedents and consequences of consumers’ lead userness. Product Innovation Management, 25, 331-346.Simon, B., Loewy, M., Stürmer, S., Weber, U., Freytag, P., Habig, C., Kampmeier, C. & Spahlinger, P. (1998). Collective identification and social movement participation Journal of Personality and Social Psychology 74Collective identification and social movement participation. Journal of Personality and Social Psychology 74,646–658.Von Hippel, E. (1986). Lead users: a source of novel product concepts. Management Science, 32, 791-806.Wu, C.-G., Gerlach, J. H., Young, C. E. (2007. An empirical analysis of open source software developers’


motivations and continuance intentions. Information & Management, 44, 253-262.

tracking motivation engeser steiner kehr emac 2010 with authorization to intotheminds.com

Business

motivation innovation

innovation workshops

workshop innovation

innovation processes

nonlead users

new services

stefan engeser

steiner kehr4