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Consumer Creativity

Part 3. Consumer Behavior

  1. James Burroughs

Published Online: 15 DEC 2010

DOI: 10.1002/9781444316568.wiem03030

Wiley International Encyclopedia of Marketing

Wiley International Encyclopedia of Marketing

How to Cite

Burroughs, J. 2010. Consumer Creativity. Wiley International Encyclopedia of Marketing. 3.

Author Information

  1. University of Virginia, Charlottesville, VA, USA

Publication History

  1. 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.


  • creativity;
  • consumer behavior;
  • analogical reasoning;
  • intrinsic motivation;
  • domain knowledge;
  • creative process;
  • customer cocreation