Product Meaning and Consumer Creativity
Product meanings are negotiated by a variety of social actors in a particular historical context. In this study we use a series of long interviews to explore product meanings actively created by consumers. We find that consumers create meaning through irony, through use innovation, and by adopting abandoned products. Consumers are motivated to create meaning because consumer-created meanings provide flexibility in constructing an identity, economic rewards, and intrinsic enjoyment. Leveraging creativity enables consumers to develop a space free from commoditized identities bartered in the marketplace.
Kelly Herd, Ethan Pew, and Caleb Warren (2009) ,"Product Meaning and Consumer Creativity", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 875-876.
Kelly Herd, University of Colorado at Boulder, USA
Ethan Pew, University of Colorado at Boulder, USA
Caleb Warren, University of Colorado at Boulder, USA
NA - Advances in Consumer Research Volume 36 | 2009
An Idea Opposed to Another Idea is Always the Same Idea: Reconsidering the Materialistic Aspects of Voluntary Simplicity
Mathieu Alemany Oliver, Toulouse Business School
Justyna Kramarczyk, Adam Mickiewicz University in Poznan
Ioannis Evangelidis, Bocconi University, Italy
Stijn M. J. van Osselaer, Cornell University, USA
When Perceiving Oneself as a Spender Increases Saving
Emily Garbinsky, University of Notre Dame, USA
Nicole Mead, University of Melbourne, Australia