Taillard / Preece The Power of Consumer Creativity

Transforming Consumption and Markets
1. Auflage 2025
ISBN: 978-3-031-96247-9
Verlag: Springer International Publishing
Format: PDF
Kopierschutz: 1 - PDF Watermark

E-Book, Englisch, 197 Seiten

Reihe: Social Sciences

This edited book explores the many dimensions of consumption as a creative act using the seven C's of creativity framework. Leading scholars from marketing and consumer research illustrate how acts of consumption are infused with novel thinking, cultural expression, and personal meaning across cutting-edge topics including vintage retail, gaming, biohacking, parenting and degrowth. By highlighting the generative potential of consumer creativity, this collection offers a compelling argument for recognising creativity as a fundamental and pervasive human capability rather than a rare talent. It is essential reading for researchers, students, and practitioners seeking to understand the evolving intersections of creativity, consumption, and market transformation.

Zielgruppe

Research

Autoren/Hrsg.

Taillard, Marie

Preece, Chloe

Inhaltsverzeichnis

1. Consumption Is an Act of Creativity Through and Through.- 2. Conventional and Ontological Consumer Creativity.- 3. Between the Limits of Creativity and the Creativity of Limits: A Degrowth Exploration of Consumer Creativity.- 4. Creative Practices in Vintage Retailing. - 5. Consumer Creativity in Crisis: Practice Adaptation in Life-Sustaining Care-Giving Consumption Journeys.- 6. Zowie, It’s a Zuri! Exploring Consumer Creativity Within a Virtual Fan Community.- 7. Crafting the Game World: Creative Communities and Participatory Culture in Elden Ring.- 8. Enactivism and the Rebel Creativity of Consumer Biohackers.- 9. Conclusion.

Über Autor(innen)

Marie Taillard is L’Oréal Professor of Creativity Marketing and Head of Faculty at ESCP Business School, London. She teaches across graduate and executive programmes, and sectors from technology and pharmaceuticals to beauty, luxury, retail and consumer products.

Chloe Preece is Professor of Marketing at ESCP Business School, London, and Academic Director of the MSc in Marketing and Creativity. Her research interest lies at the intersection of marketing and the arts and creative industries.