Yang, JuanCampos, Ana CláudiaLiu, BiqiangMoyle, BrentKralj, AnnaLe, Truc H.2026-06-032026-06-032024-06-2497818026258061571-5043http://hdl.handle.net/10400.1/29085Co-creation experiences are psychologically complex phenomena. This chapter discusses how cognitive psychology can add value to the co-creation of experiences. There are different meanings of co-creation and here the focus is on the customer’s mental experience. This chapter analyses the theoretical underpinnings of co-creation and discusses key dimensions of the concept from a cognitive perspective, highlighting the importance of attention and active involvement. Furthermore, it discusses how technologies (augmented reality, robotics, intelligence systems) can prompt experience co-creation. Finally, this chapter examines the literature of co-creation and experiential learning overlap in knowledge building. Opportunities for future empirical research in this area are suggested.engCo-creationExperiencesCognitive psychologyAttentionInvolvementExperiential learningbook part10.1108/s1571-504320240000027016