For value co-creation practice, it is anticipated that these kinds of individuals will be more willing to invite firm into joint sphere for dialogue and value co-creation. Therefore, they will have positive participation and citizenship behavior for value co-creation. Hence, the propositions states:
P3: Customers with Interdependent Self-Construal will be more willing to show customer participation behavior.
P4: Customers with Interdependent Self-Construal will be more willing to show customer citizenship behavior.