The Creative Consumer:

Name: The Creative Consumer:
Brand: LAP Lambert Academic Publishing
SKU: 9783846546352
Price: 62.28 EUR
Availability: InStock

Exploring consumer behavior from a creativity perspective

Автор: Marit Gundersen Engeset

Език:

Корици: С меки корици

Издател: LAP Lambert Academic Publishing

Наличност: Външен склад

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62.28 € 121.81 лв

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

Информация за книгата

Автор

Marit Gundersen Engeset

Език

Английски език

Корици

Книга - С меки корици

Издадена

2011

страници

176

EAN

9783846546352

Enbook ID

06949286

Издател

LAP Lambert Academic Publishing

Теглоt

280

Размери

150 x 220 x 11

Пълно описание

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

Информация за книгата

Пълно описание

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