Abstract:

Objective:
This paper presents a case study aimed at exploring inductive skills of Master students from Psychology to gain knowledge on how to provide diagnosis and Marketing action. A workshop on real cases of P2P consumption is proposed within the syllabus of the elective subject “Marketing” in the Erasmus Mundus European Master in Work, Organizational, and Personnel Psychology (WOP-P (https://www.uv.es/erasmuswop/), from the Faculty of Psychology at Universidad de Valencia (Spain). Master students are meant to work on the Psychological underpinnings of value co-creation and co-destruction in P2P schemes.

Method:
In advance, on the one side, students should read two papers (see references) on value co-creation and consumer stress. These are hybrid topics between Psychology and Marketing. On the other side, from the website Trust pilot (See: https://www.trustpilot.com/), the instructor will extract comments (among the score poor or bad) of two P2P schemes (in companies from 2 different sectors: Hospitality and Carsharing). The instructor will distribute the comments randomly by student (10 each, 5 from Hospitality and Carsharing and ask students to individually identify and label sources of stress as experienced by commenters. Students can use their own knowledge as psychologist combined with the information provided by the papers read before. They should extract from the site examples of verbatims corresponding to each theme. Their knowledge as psychologists allows them to identify sources of stress and related them to themes inductively expressed by consumers (content analysis). Students should be able to answer the following questions:
1. Psychological underpinnings: what causes this stress? Are there differences for sharer and user?
2. Proposals for marketers: propose some guidelines you would advise marketers to deal with complaints and try to produce a service recovery.

Learning outcomes:
For the subject Marketing in the Master program, the students should gain basic knowledge on strategic marketing (here, segmentation and targeting) and on mains stream of consumer behavior. With this workshop, the learning outcomes proposed are:
1. Understand the problems associated with co-creation in P2P (or C2C) schemes
2. Identify psychological underpinnings of P2P consumption of both roles (sharer and user)
3. Formulate recommendations to marketers in order to adapt the value proposition and value delivery to produce a service recovery after service failures

References:
[1] Galvagno, M., & Dalli, D. (2014). Theory of value co-creation: a systematic literature review. Managing Service Quality, 24(6), 643-683. Moschis, G. P. (2007).
[2] Stress and consumer behavior. Journal of the Academy of Marketing Science, 35(3), 430-444.

Keywords:

Psychology, Marketing, Workshop, Master students, P2P consumption.