The current study proposes an integrated framework to assess consumers' decisions toward involvement in cocreation. In doing so, the research extends the theory of planned behavior by incorporating emotions. In order to accomplish our research objectives a sample of 103 participants were recruited and between-subjects experimental design with two groups (treatment vs. control) were employed. The research instrument based on scenario manipulations and questionnaires. Hayes PROCESS models were

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... lized for data analyses. The results show that attitudes and emotions strongly influence consumers' intentions to engage in co-creation activities. Further, the hypothesized effects of subjective norms and perceived behavioral control were not confirmed. In conclusion, our research yielded significant theoretical and managerial implications.