My research focuses on value co- and self-creation, specifically on the role of the customer as co- and self-creator of value. I study customers’ motives for accepting value propositions, as well as the parameters enabling and inhibiting co- and self-creation during usage. My work explores the determinants of co-and self-creation demand, identifies factors enabling co- and self-creation, including technology, and examines the downsides of co- and self-creation and related behavioral outcomes. I am particularly interested in the sharing economy as research context.