Consumer Innovation in Online Computer Tuning Communities (22:00)

This movie introduces joint innovation creation activities in computer case modding and overclocking communities. Our documentary aims to provide in-depth insights into creative consumer behavior in online communities - beyond pure cognitive understanding - capturing emotions, gestures, and impressions of computer tuning valuable to get a deep understanding of online consumer innovation. The film explores why consumers modify and even create new computers. Further, it sheds light on the role of online communities during innovation creations and in the meaning and relevance of self-created computers for their builders. Our findings are based on 12 in-depth interviews conducted at the Games Convention in Leipzig, Germany in August 2006.



Citation:

Johannes Gebauer and Johann Fueller (2008) ,"Consumer Innovation in Online Computer Tuning Communities (22:00)", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 879-879.

Authors

Johannes Gebauer, University of Innsbruck, Austria
Johann Fueller, University of Innsbruck, Austria



Volume

NA - Advances in Consumer Research Volume 35 | 2008



Share Proceeding

Featured papers

See More

Featured

F10. Food Waste: On the Normalization of Structural Violence

Andreas Plank, Privatuniversität Schloss Seeburg

Read More

Featured

That's Just Plain Creepy: Understanding Consumer Responses to Personalized Food Products That Resemble People

Freeman Wu, Vanderbilt University, USA
Adriana Samper, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Gavan Fitzsimons, Duke University, USA

Read More

Featured

N2. The Devil Wears FAKE Prada: Dual Envy Theory Explains Why Consumers Intend to Purchase Non-Deceptive Luxury Counterfeits

Tanvi Gupta, Indian Institute of Management Bangalore
Preeti Krishnan Lyndem, Indian Institute of Management Bangalore

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.