Design It, Your Self-Experiences (Diy): Social Creativity and the Social Function of Diy Experiences

This study explores the social motivations for why consumers engage in creative DIY experiences. Through a grounded theory study with DIY designers, a theory of social creativity is introduced. Social creativity refers to the appropriation and reconciliation of social bonds through creative experiences and artifacts. Social creativity is seen when consumers 1) transform intangible, fleeting relations and experiences into tangible, permanent DIY artifacts, 2) reconcile and appropriate social bonds vis-à-vis the design of DIY artifacts, and 3) depart from marketscapes through a legitimization of social capital. Findings extend extant literature that focuses on individual, psychological motivations for consumer creativity.


Steven Chen and Jennifer D. Chandler (2010) ,"Design It, Your Self-Experiences (Diy): Social Creativity and the Social Function of Diy Experiences", in NA - Advances in Consumer Research Volume 37, eds. Margaret C. Campbell, Jeff Inman, and Rik Pieters, Duluth, MN : Association for Consumer Research, Pages: 775-776 .


Steven Chen, California State University, Fullerton, USA
Jennifer D. Chandler, University of Hawaii, USA


NA - Advances in Consumer Research Volume 37 | 2010

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