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The Creative Consumer:


Marketed By :  LAP LAMBERT Academic Publishing   Sold By :  Kamal Books International  
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  • Product Description

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.

Product Specifications
SKU :COC71281
AuthorMarit Gundersen Engeset
Number of Pages176
Publishing Year2011-11-02T00:00:00.000
Edition1 st
Book TypeSales & marketing
Country of ManufactureIndia
Product BrandLAP LAMBERT Academic Publishing
Product Packaging InfoBox
In The Box1 Piece
Product First Available On ClickOnCare.com2015-10-08 00:00:00