The Dual Impact of Consumers’ Role Conflict on Value Creation

Abstract This study investigates how role conflicts experienced by consumers – specifically inter-role and intra-role conflict – affect outcomes in value co-creation activities. As consumers increasingly participate in co-creation with firms, they face tensions arising from multiple role expectations, yet existing literature largely neglects these psychological dynamics. Drawing on role theory, this study conducts four controlled experiments – including T-shirt and clay design tasks – to manipulate and compare these conflict types. Results show that inter-role conflict positively influences value creation outcomes, whereas intra-role conflict negatively affects them. Moreover, the study highlights the mediating role of deviant behavior and the moderating effect of chronic regulatory focus. By examining the distinct mechanisms through which inter-role and intra-role conflicts shape value creation, this research advances theoretical understanding of consumer role dynamics in co-creation and offer actionable insights for firms aiming to optimize collaborative value generation.