Customers' emotions and openness to product co-creation : an empirical analysis based on EEG data

Purpose: The aim of this paper is to identify the emotions and engagement of customers versus their openness to product co-creation. The research was conducted among users of a computer game. Design/Methodology/Approach: The study used high-tech methods EEG (electroencephalography) and a virtual environment, as well as a questionnaire. The research aims to investigate the customer emotions of the players - their engagement in testing the product and their openness to product co-creation. Findings: The authors identified two groups of customers and proposed a simplified condition for testing openness to product co-creation. The study's sample size was small and may not represent the entire population. Only one game-type product was examined. Practical implications: The study's findings have practical implications for practitioners in product co-creation, product development, and creating a relationship with customers. For example, the simplified condition can be used for the development of the customer group which is open to co-create the product. Originality value: The research provided insights into the relationship between emotions and player engagement during the game and the determination of openness to product co-creation with the customer.