Part 3. Consumer Behavior
Published Online: 15 DEC 2010
Copyright © 2011 John Wiley & Sons, Ltd. All rights reserved.
Wiley International Encyclopedia of Marketing
How to Cite
Burroughs, J. 2010. Consumer Creativity. Wiley International Encyclopedia of Marketing. 3.
- Published Online: 15 DEC 2010
Creativity (the production of novel and effective outcomes) occurs widely in consumer behavior. It is used for both expressive purposes, and to solve everyday consumption problems. Creative consumption is the product of multiple, confluent factors, some of the more important of which include analogical reasoning, domain knowledge, risk taking, and intrinsic motivation. Finally, creativity is a process that moves through stages of exploration, fixation, incubation, and insight. Creativity remains an important but underdeveloped issue in our field.
- consumer behavior;
- analogical reasoning;
- intrinsic motivation;
- domain knowledge;
- creative process;
- customer cocreation