Consumer Creativity During Unconstrained Consumption Tasks

Marit Gundersen Engeset, Buskerud University College, Norway
Sigurd V. Troye, Norwegian School of Economics, Norway
Interest in consumer creativity reflects an emerging trend in consumer research to understand how consumers themselves construct meaning, create value, and participate actively in every part of the consumption process. Building on creativity theory, consumer researchers have focused on antecedents and consequences of consumer creativity in constrained consumption situations. The present research adds to the literature on consumer creativity by demonstrating high variability in creative processing and creative production during a more realistic, unconstrained consumption task. The results suggest that creative abilities influence creative processing which in turn influences behavioral intentions towards the solutions.
[ to cite ]:
Marit Gundersen Engeset and Sigurd V. Troye (2010) ,"Consumer Creativity During Unconstrained Consumption Tasks", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 793-795 .