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Value creation and consumption: when consumer creativity generates value in online forums

Taillard, Marie, Voyer, Benjamin G., Glaveanu, Vlad Petre and Gritzali, Alkmini (2014) Value creation and consumption: when consumer creativity generates value in online forums. NA - Advances in Consumer Research, 42. pp. 381-385. ISSN 0098-9258

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An effect of the digital economy has been to provide consumers with almost unlimited ways to customize their consumption activities. They can craft each consumption experience to fit specific contexts, needs, emotions and other factors. A teenager’s night out is documented and shared with her friends in a series of selfies posted on Snapchat. With augmented reality technology, combinations of designs and colors can be tried on before an in-store visit, or a friend’s opinion solicited in real time. These examples highlight the fact that consumption is, at its very core, a creative activity. Beyond the product or service itself, creativity is in the experience: alone or with others, privately or in public, physically or virtually, now or later, home-made, customized or factory-made... These are only the most obvious of the infinite ways in which consumers creatively craft or design each of their consumption experiences. The present research explores the role of creativity in the mechanisms through which consumers create value in their consumption activities and experiences. Hennessey and Amabile (2010) define creativity as involving ‘the development of a novel product, idea, or problem solution that is of value to the individual and/or the larger social group’ (p 572). Previous researchers (Kleinaltenkamp et al., 2013) have suggested that there is a need to better understand how consumers integrate resources to create value. As consumers engage in increasingly creative activities and experiences, it is important to understand what value consumer creativity brings to brands and how it can be encouraged and harnessed.

Item Type: Article
Official URL:
Additional Information: ©2014 Advances in Consumer Research
Divisions: Psychological and Behavioural Science
Subjects: B Philosophy. Psychology. Religion > BF Psychology
H Social Sciences > HF Commerce
Date Deposited: 27 Apr 2015 11:14
Last Modified: 15 Nov 2021 00:14

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