Qualificare lo scambio co-creativo tra domanda e offerta di servizi e prodotti: il ruolo del consumer engagement.

[Autom. eng. transl.] The concept of engagement in the marketing and consumer psychology literature is now frequently referred to in the face of the need to encourage new forms of participation and co-creative exchange between "demand" and "offer" of products and services (tangible and intangible). The English verb to engage is polysemic and refers to the ability both to attract someone's attention and to emotionally bind a person in an emotional contract that is lasting and strong, and to "hire" someone, "pull him aboard", to make it part of something (Oxford English Dictionary, 2010). The concept of consumer engagement is, in fact, of an eminently relational nature and is proposed as a systemic reading key for the various organizational, relational and psychological components that are at stake in the dynamics related to the provision-use of a service and / or product (Hollebeek , 2011; Brodie & Hollebeek, 2011; Gambetti & Graffigna, 2009). In the present contribution, starting from the theoretical perspective of the value-co-creation of Vargo & Lusch (2004) we will proceed to the critical re-reading of some research experiences gained in the field of consumer psychology and health in order to summarize the individual determinants , relational and organizational which - from the point of view of the consumer / user of the products-services - can favor or hinder the process of engagement and co-construction of value. In particular, we will start from three research cases: 1) the first relating to the process of engagement of a consumer towards the brand; 2) the second concerning the chronic patient's engagement in the management of his care; 3) the third related to the engagement of mature citizens in the promotion of active lifestyles