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More about The Creative Consumer:

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Book synopsis

This research focuses on consumer creativity and uses frameworks from creativity theory to understand consumer behavior. Because this is a relatively new field of inquiry, the work belongs mainly in the context of discovery. Therefore, the topic was approached in an open, exploratory manner. Instead of formal hypotheses, a set of propositions and models were developed and tested empirically in a field study. Four concepts relevant to the understanding of consumer behavior from a creativity perspective are advanced: (1) creative cognitive processing, or the degree to which consumers engage in creative processing during decision making; (2) creative product, or the degree to which a solution to a consumption problem is considered creative; (3) creative person factors, or different psychological facilitators of creativity (i.e., knowledge, motivation, innovativeness, and efficacy); and (4) solution evaluation, or the degree to which a consumer evaluates his or her solution to a consumption problem favourably. In line with previous literature, a conceptual model, as well as four propositions about these concepts and their relationships, was developed.

Book details

• Full title: The Creative Consumer:
• Subtitle: Exploring consumer behavior from a creativity perspective
• Author: Marit Gundersen Engeset
• Language: English
• Binding: Paperback
• Number of pages: 176
• EAN: 9783846546352
• ID: 06949286
• Publisher: LAP Lambert Academic Publishing
• Weight: 280 g
• Dimensions: 220 × 150 × 11 mm
• Published: 2011

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