{"product_id":"the-creative-consumer-von-marit-gundersen-engeset","title":"The Creative Consumer:","description":"\u003cp\u003eThis 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.\u003c\/p\u003e\u003cdiv class=\"aw-variant-hidden-subtitle-div\" id=\"aw-variant-subtitle-9783846546352\"\u003e\u003ch3\u003eExploring consumer behavior from a creativity perspective\u003c\/h3\u003e\u003c\/div\u003e","brand":"Autorenwelt Shop","offers":[{"title":"Softcover - 9783846546352","offer_id":39471331541085,"sku":"9783846546352","price":68.0,"currency_code":"EUR","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0940\/0622\/files\/74eaf550-9ef5-4c98-882c-f80a6d5445e4.jpg?v=1756184162","url":"https:\/\/shop.autorenwelt.de\/products\/the-creative-consumer-von-marit-gundersen-engeset","provider":"Autorenwelt Shop","version":"1.0","type":"link"}