Osakwe, Christian NeduOgunmokun, Oluwatobi A.Adeola, OgechiJibril, Abdul Bashiru2024-06-212024-06-212024-05Osakwe, C.N., Ogunmokun, O.A., Adeola, O., & Jibril, A.B. (2024). Cultural values and voice as determinants of customers' marketing research cooperation: A fuzzy set perspective. International Journal of Consumer Studies, 48(3), e13055. https://doi.org/10.1111/ijcs.13055.1470-6423 (print)1470-6431 (online)10.1111/ijcs.13055http://hdl.handle.net/2263/96575DATA AVAILABILITY STATEMENT : The data that support the findings of this study are available from the corresponding author upon reasonable request.Firms and their managers have long been concerned with encouraging customers to take on an active role in their marketing research activities. The critical question for these firms is how to foster collaboration with customers in marketing research to enhance the firm's marketing effectiveness and simultaneously benefit the customers. This study focuses on the role that individuals' cultural values and customer voice potentially play in shaping how customers perceive marketing research cooperation with the firm. We analyzed data from a sample of 270 customers of apparel store brands in an African country. Utilizing fuzzy-set qualitative comparative analysis, our research reveals that the combinations of antecedent conditions that enhance marketing research cooperation significantly differ from those that impede it. Theoretically and managerially, our study expands the understanding of how marketing research cooperation is contingent upon the combination of customers' cultural values and their voice.en© 2024 The Authors. International Journal of Consumer Studies published by John Wiley & Sons Ltd. This is an open access article under the terms of the Creative Commons Attribution-NonCommercial-NoDerivs License.Cultural valuesFuzzy set qualitative comparative analysis (fsQCA)Marketing research cooperationPersonal cultural orientationRetailingVoiceArticle