Increased Consumer Involvement Research Articles

A Conceptual Paper on Evaluating the Impact of Influencer Marketing in Malaysia: Opportunities and Challenges

Influencer marketing has emerged as a powerful tool in Malaysia’s digital landscape, reshaping consumer behavior and brand engagement. This paper critically evaluates the impact of influencer marketing, examining its opportunities and challenges within the Malaysian context. Through a comprehensive analysis of case studies and consumer surveys, we uncover the effectiveness of influencer collaborations, their role in shaping purchase decisions, and the nuances of audience trust and authenticity. Influencer marketing has emerged as a powerful tool in Malaysia’s digital landscape, reshaping consumer behavior and brand engagement. This paper critically evaluates the impact of influencer marketing, examining its opportunities and challenges within the Malaysian context. Through a comprehensive analysis of case studies and consumer surveys, we uncover the effectiveness of influencer collaborations, their role in shaping purchase decisions, and the nuances of audience trust and authenticity. Marketers must take advantage of new trends and stay up-to-date on ethical issues and regulatory changes to successfully navigate Malaysia’s dynamic digital economy. For innovative marketers, this setting offers multiple attractive advantages. It is crucial for businesses to maintain a comprehensive understanding of local regulations to ensure compliance, minimize legal risks, and build consumer trust. This is particularly important as Malaysia, in line with global trends in consumer privacy, is increasingly strengthening its regulations on digital advertising and data protection. Furthermore, a brand’s reputation can be enhanced by adhering to ethical marketing practices, especially in the digital era, where consumer expectations for social responsibility and transparency are steadily growing. Increased consumer involvement and loyalty are possible outcomes for marketers who incorporate ethical considerations into their strategy; this gives them a competitive advantage in the congested digital marketplace. Additionally, marketers can seize current development opportunities by utilizing innovative technologies like AI-driven tailored marketing, e-commerce innovations, and social media commerce – particularly among Malaysia’s highly social, mobile-first customer base. These changes present the possibility of highly targeted, effective marketing efforts that connect with regional audiences and increase sales and brand recognition.

Smart grid and blockchain: Bibliometric analysis

The interest in smart grids and new technologies is growing around the world. Countries are investing in the development of new technologies that will help achieve environmental goals, energy supply efficiency, improve energy efficiency and increase consumer involvement in the energy generation. One of such technology is a blockchain. It is believed that the blockchain, combined with a smart grid, provides an opportunity to integrate the activities of all stakeholders, including: generators, distributors and consumers of electricity. The aim of the article is to identify the key research areas discussed by the researchers of both the smart grid and the blockchain issues. An analysis of the Scopus database from 2015 to 2023 was conducted. Using a created bibliometric query, a systematic literature review was conducted. 476 scientific publications relating to the issues addressed were identified. Using the VOSviewer software, a bibliometric analysis was performed using the author’s keywords. The bibliometric maps obtained allowed for the identification of key research areas. The article also presents potential future directions of scientific considerations, which should be focused on the issue of green smart grid and green blockchain. The results presented in the article can inspire researchers looking for research gaps or describing the current state of knowledge in the field of the smart grid and the blockchain issues.

Auckland Council Food Scraps Project

This research project delves into the complexities of Auckland City Council's food scraps collection rollout, spanning from kerbside collection to the Anaerobic Digestion Facility in Reporoa, Rotorua; where collected food scraps are transformed into environmentally friendly fertilisers and renewable gases. The project comprises two key components: assisting in the creation of a dashboard to display weekly and monthly collection and disposal data to monitor ongoing participation rates and collected tonnage requirements are met; and assisting with the continuation of the food scraps rollout initiative in wider Auckland regions and help increase consumer knowledge and involvement. This is in conjunction of aligning with Auckland Council's aim for zero waste by 2040. The initiative aims to keep food scraps out of landfills, minimising harmful greenhouse gas emissions and return valuable nutrients to the land through biofertiliser production. This project required me to learn about Auckland's circular economy solution which emphasises prevention of food waste, supporting redistribution initiatives, and promoting home and community composting. As part of helping with the rollout and helping create an easy way for residents to separate their food scraps from general rubbish, individuals have gained a raised awareness of wastage, leading to considered meal planning and cost savings. The government's commitment to nationwide food scraps services by 2030 underscores the urgency of sustainable waste management practices which it why it was crucial for me to be familiar with the whole process and sectors within the rollout to assist Auckland Council to meet this commitment. This project has also meant that I was able to understand the whole process of the Anaerobic Digestion Facility's innovative technology which processes organic material into biogas and nutrient-liquid fertiliser, contributing to New Zealand's sustainability goals. Through comprehensive monitoring and filtration systems, the facilities uphold environmental standards while pioneering large-scale food scraps processing in the country.
 Supervised by: Sarah Nicholls
 Scholarship Project Funded by: Auckland City Council

AUGMENTED REALITY: THE MODERN DRIFT IN FASHION INDUSTRY

This paper deals with the focus on the anticipated future capabilities, advancements, and limitations of augmented reality, this study examines the evolution and modifications throughout the period of AR adoption in the primary application areas. When it comes to engaging consumers and creating creative ideas, one of the fastest-growing and most innovative industries is without a doubt the textile and fashion industry. Augmented reality (AR), a strong and convincing tool, will improve marketing efforts and increase consumer involvement, which will boost revenue. Anything that is deemed popular attracts early adopters, as shown in the fashion retail industry, either in the physical or online marketplaces. By 2022, approx. 44% of the global populace intends to use AR, according to a Digi-Capital prediction. With a focus on the anticipated future capabilities, advancements, and limitations of augmented reality, this study examines the evolution and modifications throughout the period of AR adoption in the primary application areas. We conclude by thinking about the disruptive effect that VR/AR/MRITF is going to be competent to have in scientific domains as well as in human interaction and communication.

Demystifying human research ethics committee applications.

The National Health and Medical Research Council's National Statement on Ethical Conduct in Human Research and updated Guidelines for Ethical Conduct inAboriginal and Torres Strait Islander Health Research provide guidance for primary care researchers. This paper describes a step-by-step approach to ethics applications for research projects in primary care for newor inexperienced researchers, orthose new to primary care research. Domains that may enhance ethics applications include increased consumer involvement; comprehensive literature reviews; evidence of researcher training in ethical research and clinical trials; the use of online platforms for participant information, consent processes and surveys; and consideration of the risks ofgenomic research or research in subpopulations. This paper discusses steps required when preparing ethics applications to ensure the community, clinicians and researchers are protected.

TRAINING ON ENTREPRENEURSHIP SKILLS IN MARKETING PRODUCTS FOR STUDENTS AND ONLINE-BASED MSMEs

Along with the development of technology and business trends that are constantly changing, an entrepreneur must keep moving and be able to adapt quickly to remain competitive and survive in an increasingly competitive market. Creativity and innovation are important keys to making the most of information technology in business. Utilization of information technology and social media can help entrepreneurs improve business efficiency and effectiveness, expand market reach, increase consumer involvement, and speed up the transaction process. Therefore, entrepreneurs need to learn and understand how to use information technology and social media properly and effectively in their business. Community service activities that focus on product marketing training through social media are very important activities to help entrepreneurs increase sales of their products. In today's digital era, marketing through social media is becoming increasingly important because many consumers actively use social media as a means to find and buy products. Through this training activity, participants are expected to be able to understand the concept of entrepreneurship and digital marketing in depth, and be able to optimize the use of social media to increase sales of their products. By understanding the characteristics of a good entrepreneur, participants will be able to increase creativity and innovation in developing their products

European Green Deal: The Transformation of Consumer Behaviour and Business Marketing Communication as Opportunities to Increase Consumer Involvement in the Sorting of Waste in Latvia

The European Green Deal is the European Union’s latest expression of its ambition to become a world leader in addressing climate change (Kleinberga, 2020). Adaptation to climate change (CCh) is a key priority of the European Union (EU), exemplifi ed by the EU’s efforts to become “the first climate-neutral continent” (European Union, 2019) in the world by 2050. This article aims to analyse opportunities to increase consumer involvement in the context of waste sorting and climate change in Latvia, based on theoretical knowledge about consumer behaviour and empirical data analysis, to develop recommendations for marketing communication and consumer behaviour in the context of climate change content for waste management companies. There is a necessity to understand how to increase consumer involvement in waste-sorting due to the increasing amount of waste both in Latvia and the rest of the world. The following research methods have been used: the monographic method, secondary data analysis, the discourse analysis/coding method, the graphical method, and the qualitative method – a focus group interview. The most significant barriers that discourage consumers from sorting waste are the lack of infrastructure, the lack of information on how to sort waste properly and waste’s environmental impact, as well as the complex system that allows for differences in waste-sorting between municipalities and even neighbourhoods in the same city. Recommendations were developed as a result of the research for waste management companies in terms of communication, NGOs on education, and information for consumers, businesses, and waste management companies.

The Role of Social Media Influencers in Brand Communication Strategy: Literature Review

Nowadays, influencers on social media are a trending and inevitable brand marketing tactic. Influencers, with their characteristics, can support the brand communication strategy activities. Companies or brand owners who use influencers in their advertising campaigns can influence sales volume, and increase brand recognition and consumer involvement in promotional activities. This article is a literature review regarding the influencer concept, its development, theoretical approaches, effectiveness models, to its role in brand communication strategy. To examine the role of using influencers on social media, several theories can be used, such as Social Learning Theory, Parasocial Theory, Attribute Theory, and Elaboration Likelihood Model Theory.

Role of Interpersonal Trust on the Relationship Between Employee Innovative Behaviour and Customer Participation: Evidence from The Hospitality Industry in Sri Lanka

Purpose: The purpose of this study is to assess how the customers’ contribution impels employee innovative behavior in hospitality services with respect to the mediating role of interpersonal trust in selected hotels in Sri Lanka.
 Design/methodology/approach: Based on the existing literature, conceptual model is created with the dependent variable of employee innovative behavior, independent variable of customer participation and the mediating variable of interpersonal trust. A total of 391 acceptable questionnaires were obtained out of 500 questionnaires distributed comprisesing 198 and 193 frontline employees and customers respectively (convenient sampling was used) in three to five star hotels in Sri Lanka. The collected data were analyzed using inferential statistics.
 Findings: The quantitative survey divulges that there is a significant positive effect between customer participation and employee innovative behavior and interpersonal trust. In addition, a study reveals that increasing the level of interpersonal trust between customers and employees may boost employee innovative capacity. Hence it is proved that customer participation has an indirect significant effect on employee innovative behavior through interpersonal trust.
 Originality: This study contributes to fill out the existing knowledge gap and it helps to improve the innovations in the service sector with the appropriate climate of information exchange.
 
 Implications: According to the results, increasing consumer involvement in service design and delivery improves employee novelty. Meanwhile developing trust between the parties enhances the relationship as well as it will enhance the creative power of employees in hospitality services. This study contributed to the hospitality industry on innovative ideas which makes customer participation as a tool for their novelty in the Sri Lankan context.
 Keywords: Customer Participation, Interpersonal Trust, Employee Innovative Behavior, Services, Hotels, Tourism

AUGMENTED REALITY: THE MODERN DRIFT IN FASHION INDUSTRY

This paper deals with the focus on the anticipated future capabilities, advancements, and limitations of augmented reality, this study examines the evolution and modifications throughout the period of AR adoption in the primary application areas. When it comes to engaging consumers and creating creative ideas, one of the fastest-growing and most innovative industries is without a doubt the textile and fashion industry. Augmented reality (AR), a strong and convincing tool, will improve marketing efforts and increase consumer involvement, which will boost revenue. Anything that is deemed popular attracts early adopters, as shown in the fashion retail industry, either in the physical or online marketplaces. By 2022, approx. 44% of the global populace intends to use AR, according to a Digi-Capital prediction. With a focus on the anticipated future capabilities, advancements, and limitations of augmented reality, this study examines the evolution and modifications throughout the period of AR adoption in the primary application areas. We conclude by thinking about the disruptive effect that VR/AR/MRITF is going to be competent to have in scientific domains as well as in human interaction and communication.

The Key Role of Consumers’ Involvement: The Case of Organic Food Consumption

This paper aims to provide a better understanding of conditions that influence the gap between positive attitude and intention towards organic food products and actual behaviour regarding these products. Thus, we propose an extended version of the Theory of Planned Behaviour (TPB) to explain parts of this gap and we highlight the crucial role played by consumers’ involvement as a moderator. A structural equation modelling was performed, and the sta-tistical analysis of a sample of 1327 French consumers supports our organic food products buying behaviour model. The results showed that the difference between the means of actual behaviour was highly different between low- and high-involvement consumers. More specifically, high-involvement consumers express more positive attitudes towards buying organic food products, perceive higher subjective norms and behavioural control, they have higher behavioural intention, and buy organic food products more frequently. Additionally, the results indicated that, com-pared to low-involvement consumers, high-involvement consumers regard organic food products as more attractive, healthier, tastier, and with higher value. We proposed some marketing strategies to help managers to better promote the organic food products market and, in turn, increase their revenues. For example, marketers therefore have a vested interest in increasing consumer involvement, and, among other things, they can do so by educating them (i.e., high-lighting the benefits of consuming organic foods). Moreover, since high-involvement customers have positive atti-tude-intention and behaviour, they can be allies for marketers through their influence (social norms). Thus, we suggest the use of digital influencers to endorse organic food.

Consumer satisfaction in performing arts: an empirical investigation into Romanian theatres

PurposeThe aim of the study is to explore the chain of relationships between service attributes, consumers' perceived benefits, fulfilment of personal goals, satisfaction judgements and future intentions.Design/methodology/approachThis research proposes and implements a model of consumer satisfaction in the performing arts. The model is based on means-end chain theory and incorporates consumer involvement as a moderator. The paper is a quantitative study using a questionnaire administered in Romanian theatres, the country chosen because of its post-communist profile.FindingsA partial least squares structural equation modelling analysis revealed that both core and peripheral attributes' evaluations were positively related to perceived benefits, which in turn were positively related to goal fulfilment. Acting as a mediator, goal fulfilment predicts satisfaction, which positively influences a series of intentions regarding supportive behaviours such as recommendation, donation, subscribing and repurchasing. Consumer involvement partially moderates the relationships within the proposed model.Research limitations/implicationsThe limitations of this research offer opportunities for future studies. First, as this study was conducted in Romania, the obtained results are not easily generalisable to other geographical or cultural contexts. Second, future studies could extend the proposed model to include other constructs that may be connected to satisfaction in performing arts. They could also apply the model (or an extended alternative) to adjacent fields such as opera, or live jazz, in order to explore whether the patterns of results which emerged here hold in other situations.Practical implicationsFrom a practical perspective, the research has implications for performing arts managers by offering actions to improve cultural consumption. First, the results support the idea that satisfaction is a key construct to investigate, even in the field of performing arts, as it can predict future positive intentions. Thus, arts managers should strive to maximise consumer satisfaction. From a marketing perspective, consumer satisfaction could be increased by improving core and peripheral service attributes, but especially the latter. The research provides means for audience segmentation in terms of consumer goals, benefits, and involvement. Arts managers should devote special attention to increasing consumer involvement in services provided.Social implicationsThe research provides a different view on the performing arts evaluation considering the theatregoers' perceptions. This type of evaluation is useful to understand the specificities of the audiences and to respond to their needs accordingly, contributing from a social point of view to audience development and making arts accessible to a wide range of people in a variety of ways: physically, geographically, socially and psychologically.Originality/valueThis research explores a new model of customer satisfaction in performing arts in a post-communist country, such as Romania, and the findings have implications at both theoretical and practical level. From a theoretical perspective, it contributes to a better understanding of the cognitive and emotional processes underlying the formation of satisfaction judgements in performing arts. The obtained findings are particularly useful for expanding current knowledge of how consumers think and behave with respect to performing arts. From a practical perspective, the findings have implications for arts managers deciding how to develop marketing strategies aimed at increasing satisfaction, and the consequential supportive behaviours towards performing arts.

How Can Consumer Trust in Energy Utilities be Increased? The Effectiveness of Prosocial, Proenvironmental, and Service-Oriented Investments as Signals of Trustworthiness

The transformation of the electricity infrastructure into the smart grid requires energy utilities to increase consumer involvement. However, in the United States, consumers’ trust in utilities is low, which impedes consumer involvement. Drawing on the literature on corporate social responsibility and signaling theory, we examine possible strategies for increasing trust. We hypothesize that utility prosocial, proenvironmental, and service-oriented investments increase consumer trust, and that this increase, in turn, is positively associated with consumers’ willingness to participate in utility programs. We test our hypotheses through online vignette experiments in the context of smart meter apps for household energy management. Our results show that utility proenvironmental investments have the strongest and most consistent effect on consumer trust, and the effect of utility behavior on consumer willingness to use the app is mediated by trust. Our findings contribute to the organizational trust literature and have practical implications for utilities seeking to increase consumer involvement.

The Phoenix Project: Re‐Introducing Group Prenatal Care

PurposeTo develop strategies to implement a sustainable program of group prenatal care (GPNC) in settings with a prior history of failing to sustain GPNC.Research QuestionWhat are prior and current barriers to sustaining group prenatal care, and what are key ingredients for successfully sustaining group prenatal care in this community?SignificanceDespite evidence that GPNC improves perinatal outcomes and racial and ethnic health disparities, sustaining GPNC is challenging. This research is part of a larger project using community‐engaged methods to introduce sustainable GPNC programs in a community where 2 GPNC programs providing care to women who have low income and are minorities were discontinued. In community‐engaged research, community and academic partners develop collaborative strategies to modify environments and individual behaviors. This research represents the first phase in this project.MethodsUsing qualitative description, we conducted 16 semi‐structured interviews of stakeholders in 4 settings in one community to explore interest in and potential strategies for re‐introducing GPNC. Settings were 2 university‐affiliated clinics that had provided GPNC (now discontinued) and 2 clinics with flourishing GPNC programs: one clinic providing GPNC and another clinic providing group well‐child care. Participants included midwives, physicians, nurses, and administrators. Interviews were audio‐recorded, transcribed, and entered into ATLAS.ti qualitative software. A priori and inductive coding schemes were developed; code content was compared across individuals, types of professionals, and settings. Thematic development focused on eliciting an understanding of participant perceptions of what might enhance or impede sustainability.ResultsStakeholders were universally enthusiastic about using community‐engaged approaches to reintroduce GPNC. Participants from settings that had discontinued GPNC identified pitfalls to avoid and potential alternate implementation strategies; these focused primarily around the need for adequate resources, staffing, and robust recruitment strategies. Stakeholders from continuing and discontinued settings identified key ingredients they believed would promote sustainability, including vigorous, opt‐out recruitment plans; engaging community health workers in patient recruitment and group facilitation; taking advantage of university resources for clinician training; fostering interdisciplinary education; tailoring existing GPNC models to local population needs; and enlisting sustained and practical buy‐in on all levels including top administrators, clinicians, and staff.DiscussionA community‐engaged approach holds promise for implementing GPNC in challenging settings. We are continuing the community‐academic partnership, while increasing consumer involvement; developing plans for piloting GPNC in settings where it was discontinued; developing a GPNC model that meets community needs; and obtaining administrative commitment for resources for initial implementation as well as long‐term sustainability.

UNDERSTANDING AIRLINE BRAND EQUITY DRIVERS: LESSONS FROM A MULTIPLE CASE STUDY

There is increasing consumer involvement and hence, investor interest in the airlines industry, as far as emerging economies is concerned. A study of the literature by the authors did not produce any research paper on the process drivers of brand equity in the context of airlines. Therefore, the present study makes an attempt to address this gap. The primary research question is: What are the driving factors for building brand equity in the case of airline services? This paper uses a “two-case” multiple-case design employing theoretical replication. The cases are based on two Indian organizations, Indigo Airlines and Go Air. Both these businesses are similar in many aspects but have achieved very contrasting outcomes. The primary research question is broken down into following two secondary research questions. How is Indigo Airlines building its brand? How is Go Air building its brand? Data collection involved use of documents, archives, observations, participant-observations, and surveys. Data analysis involved conducting cross-case analysis. The findings have been used to develop a conceptual framework for building brand equity in airlines.

Energy Transition and the Electricity Market: An Exploration of an Electrifying Relationship

While achieving the ambitious energy transition targets is important to society, it is also costly. To keep these costs as low as possible and, thus, increase the chances of successfully accomplishing the energy transition, upholding the basic principles of the organisation of the electricity market to the greatest possible extent is required. The author discusses these basic principles and the extent to which they must be adjusted because of the energy transition. The topics discussed include the wholesale market pricing, investments in power stations, the way in which the network operators keep the electricity network in balance, the opportunities which suppliers have to increase consumer involvement in the electricity market, citizens’ desire for setting up local energy cooperatives, the increase in the degree to which the electricity markets in different countries are interconnected and the relationship with the European Union’s emissions-trading system.

Determinants and logistics of e-waste recycling

Purpose – The rapid consumption of new electronic devices has expanded the volume of electronic waste (e-waste) and created a potential threat to the environment. Recycling of e-waste (eCycling) can help stem the proliferation of e-waste and its environmental threat. In order to increase this positive involvement in eCycling and design effective eCycling programs, a better understanding of eCycling behaviors is needed. The purpose of this paper is to employ the Theory of Reasoned Action as a framework to develop a model to identify the determinants of eCycling behavior. Design/methodology/approach – To assess the model, a survey of 327 university students is undertaken. To analyze the eCycling behavior from the survey data, a structural equation modeling technique is used. Findings – The findings suggest that: attitudes and moral norms positively influence eCycling behavior; the higher the awareness of consequences, the more the eCycling involvement; and perceived convenience is an important factor that leads to more involvement in eCycling. Research limitations/implications – This research is limited by the student sample and campus environment that might confine the generalizability of the study. Also, additional variables need to be examined in order to better explain eCycling behavior. The result of the study provides insights for organizations to build successful eCycling programs, engage young adults such as college students in eCycling, and increase involvement in eCycling. Practical implications – This study provides insights that can help supply chain managers to better understand the consumer involvement in eCycling. Managers’ understanding of eCycling behavior would encourage eCycling involvement by placing drop-off units in convenient locations and by creating campaigns that motivate consumers to return their e-waste. An increased consumer involvement in eCycling can help manufacturing companies lower the cost of e-waste across the supply chain and regain the value of returned materials by adopting reverse logistics. Originality/value – This study contributes to the stream of eCycling literature by investigating students’ eCycling intentions and behaviors on a university campus. The paper develops an understanding of how eCycling involvement might be improved.

Consumer participation in nurse education: a national survey of Australian universities.

Consumers of mental health services have an important role to play in the higher education of nursing students, by facilitating understanding of the experience of mental illness and instilling a culture of consumer participation. Yet the level of consumer participation in mental health nursing programmes in Australia is not known. The aim of the present study was to scope the level and nature of involvement of consumers in mental health nursing higher education in Australia. A cross-sectional study was undertaken involving an internet survey of nurse academics who coordinate mental health nursing programmes in universities across Australia, representing 32 universities. Seventy-eight percent of preregistration and 75% of post-registration programmes report involving consumers. Programmes most commonly had one consumer (25%) and up to five. Face-to-face teaching, curriculum development, and membership-to-programme committees were the most regular types of involvement. The content was generally codeveloped by consumers and nurse academics (67.5%). The frequency of consumer involvement in the education of nursing students in Australia is surprisingly high. However, involvement is noticeably variable across types of activity (e.g. curriculum development, assessment), and tends to be minimal and ad hoc. Future research is required into the drivers of increased consumer involvement.

Exploring the Legality of Consumer Anti-branding Activities in the Digital Age

The importance of “brand dilution” is changing with the rise in internet-mediated consumer power and increasing consumer involvement in the brand identity and message creation processes. In light of recent legal rulings, this study re-conceptualizes brand dilution as a matter of counter-posed brand meanings and associations in digital markets. Anti-branding dilution cases from both a blurring and a tarnishment dilution basis are examined through consumer interviews. The results show that consumer anti-branding has less potential for brand dilution, and more potential for brand identity collusion. By addressing both legal and marketing views of the meaning systems associated with the dilution versus collusion perspectives, this study provides an approach for understanding anti-branding dilution discussions and a way to develop better functioning branding exchange systems for digital markets. Consequently, possible changes in future branding ownership issues for digital markets are envisioned.

Coproduction of Transformative Services as a Pathway to Improved Consumer Well-Being

Although many consumers turn to financial counseling to improve their financial well-being, the effectiveness of these counseling services remains nebulous and the exact mechanisms through which they improve consumer well-being require further research. This longitudinal research demonstrates that consumers’ coproduction of financial counseling services is pivotal for increasing their credit scores and for decreasing their financial stress. Drawing on self-determination theory, this study also shows that financial literacy, consumer involvement, and attachment styles are important drivers of coproduction. Involvement plays a moderating role, such that higher involvement substitutes for lower levels of financial literacy and mitigates the negative effects of attachment avoidance on coproduction. These findings help both counseling agencies and public policy makers improve the effectiveness of financial counseling. Financial counselors should track their customers’ objective and subjective financial literacy, involvement, and attachment styles, then segment customers, and, finally, tailor the service provision accordingly, to leverage coproduction as the pathway to consumers’ financial well-being. From a public policy perspective, the findings suggest that efforts to improve consumer financial literacy are important but should be supplemented with programs designed to increase consumer involvement in financial counseling; this combination promises to foster coproduction and improve consumers’ financial well-being.