Year
2025
Authors
JONES Hunter, ARNOULD Eric, MARCHAIS Dorian
Abstract
This chapter reviews the role of consumer creativity within consumer identity work, performance of socio-demographic statuses, consumer collectivities, and consumer resistance. A brief critique of conventional creative consumer practices opens some space to theorize ontological consumer creativity, using several examples.
ARNOULD, E., JONES, H. et MARCHAIS, D. (2025). Conventional and Ontological Consumer Creativity. Dans: Taillard, M., Preece, C. eds. The Power of Consumer Creativity: Transforming Consumption and Markets. 1st ed. Cham: Springer Nature, pp. 15-38.