Fostering Consumer Performance in Idea Generation: Customizing the Task Structure Based on Consumer Knowledge
As firms increasingly seek out consumers' ideas in various domains, they will encounter individuals with different levels of domain-specific knowledge. While both low- and high-knowledge consumers may be willing to share their ideas benevolently, the performance of the former is likely to be hindered by their lack of relevant knowledge in the problem domain. It is also well established that, despite their abundant knowledge, high-knowledge consumers may not perform in accordance with their full potential (due to factors such as shallow processing and inattention).