Managing the Creative Consumer Conundrum

Consumers who generate or transform proprietary offerings present a paradox. They can threaten intellectual property and revenue, but also serve as a source of valuable brand, product and business ideas. Thus, managing creative consumers demands shifts in the mindsets and business models involving how firms create and capture value. In this presentation, we define the concept of creative consumer, develop a typology of firms’ stances toward this phenomenon, and examine the steps involved in the approach and management of consumer creation. Our contributions are based on a study of marketing managers and their current handling of consumers in the content-creation space.



Citation:

Pierre Berthon and Leyland Pitt (2008) ,"Managing the Creative Consumer Conundrum", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 209-212.

Authors

Pierre Berthon, Bentley College
Leyland Pitt, Simon Fraser University,Canada



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

Product Complexity as a Barrier to Consumer Financial Decision-Making

Timothy Dunn, University of Colorado, USA
Philip M. Fernbach, University of Colorado, USA
Ji Hoon Jhang, Oklahoma State University, USA
John Lynch, University of Colorado, USA

Read More

Featured

I12. The Effect of Susceptibility-Induced Threat in the Preventative Communication

Moon-Yong Kim, Hankuk University of Foreign Studies

Read More

Featured

F9. Protection against Deception: The Moderating Effects of Knowledge Calibration on Consumer Responses to Ambiguous Advertisement Information

Joel Alan Mohr, Queens University, Canada
Peter A. Dacin, Queens University, Canada

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.