Creative Deviance Among Subsistence Consumers: Theory and Practice Implications

This research extends the notion of creative deviance (Mainemelis 2010) into subsistence markets and expands its underlying theoretical and practical arguments. In particular, it explores how subsistence consumer merchants decide on which norms to uphold and which to violate in their pursuit of solutions to daily problems, and the relationship between deviance and innovativeness through cognitive and emotion mechanisms. Creative deviance has been recognized as contributing to creativity in organizations and communities, and is likely to be a factor in subsistence markets. The complexities of subsistence survival, however, add factors to what must be considered by scholars and practitioners seeking to unleash and channel creativity as a transformative force.


Jose Antonio Rosa (2011) ,"Creative Deviance Among Subsistence Consumers: Theory and Practice Implications", in AP - Asia-Pacific Advances in Consumer Research Volume 9, eds. Zhihong Yi, Jing Jian Xiao, and June Cotte and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 213-213.


Jose Antonio Rosa, University of Wyoming, USA


AP - Asia-Pacific Advances in Consumer Research Volume 9 | 2011

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