Consumer Creativity During Unconstrained Consumption Tasks

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.



Citation:

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 .

Authors

Marit Gundersen Engeset, Buskerud University College, Norway
Sigurd V. Troye, Norwegian School of Economics, Norway



Volume

NA - Advances in Consumer Research Volume 37 | 2010



Share Proceeding

Featured papers

See More

Featured

Do You Trust the System? Interaction Effect between Perceived Economic Mobility and Socioeconomic Status on Fair Market Ideology and Consumer Responses

Chun-Ming Yang, Ming Chuan University, Taiwan
Chia-Chi Chang, National Chiao Tung University

Read More

Featured

A Beautiful MIN(D): The Multiple-Identity Network as a Framework for Integrating Identity-Based Consumer Behavior

Julian K Saint Clair, Loyola Marymount University, USA

Read More

Featured

How Passive Form Messages in CSR Advertisement Improve Consumer Reaction to the Campaign

Taehoon Park, University of South Carolina, USA
Anastasiya Pocheptsova Ghosh, University of Arizona, USA
Elise Chandon Ince, University of South Carolina, USA

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.