The Creative Consumer:

Name: The Creative Consumer:
Brand: LAP Lambert Academic Publishing
SKU: 9783846546352
Price: 248.78 PLN
Availability: InStock

Exploring consumer behavior from a creativity perspective

Autor: Marit Gundersen Engeset

Język:

Oprawa: Miękka

Wydawca: LAP Lambert Academic Publishing

Dostępność: Dostępna u dostawcy

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248.78 zł

This research focuses on consumer creativity and uses frameworks from creativity theory to understan...

Informacje o książce

Autor

Marit Gundersen Engeset

Język

Angielski

Oprawa

Książka - Miękka

Data wydania

2011

strony

176

EAN

9783846546352

Enbook ID

06949286

Wydawca

LAP Lambert Academic Publishing

Waga

280

Wymiary

150 x 220 x 11

Pełny opis

This research focuses on consumer creativity and uses frameworks from creativity theory to understand consumer behavior. Because this is a relatively new field of inquiry, the work belongs mainly in the context of discovery. Therefore, the topic was approached in an open, exploratory manner. Instead of formal hypotheses, a set of propositions and models were developed and tested empirically in a field study. Four concepts relevant to the understanding of consumer behavior from a creativity perspective are advanced: (1) creative cognitive processing, or the degree to which consumers engage in creative processing during decision making; (2) creative product, or the degree to which a solution to a consumption problem is considered creative; (3) creative person factors, or different psychological facilitators of creativity (i.e., knowledge, motivation, innovativeness, and efficacy); and (4) solution evaluation, or the degree to which a consumer evaluates his or her solution to a consumption problem favourably. In line with previous literature, a conceptual model, as well as four propositions about these concepts and their relationships, was developed.

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The Creative Consumer:

Exploring consumer behavior from a creativity perspective

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