The Creative Consumer:

Name: The Creative Consumer:
Brand: LAP Lambert Academic Publishing
SKU: 9783846546352
Price: 22825 HUF
Availability: InStock

Exploring consumer behavior from a creativity perspective

Szerző: Marit Gundersen Engeset

Nyelv:

Kötés: Puha kötésű

Kiadó: LAP Lambert Academic Publishing

Elérhetőség: Beszállítói készleten

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

Információk a könyvről

Szerző

Marit Gundersen Engeset

Nyelv

Angol

Kötés

Könyv - Puha kötésű

Kiadva

2011

oldal

176

EAN

9783846546352

Enbook ID

06949286

Kiadó

LAP Lambert Academic Publishing

Súly

280

Méretek

150 x 220 x 11

Teljes leírás

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

Információk a könyvről

Teljes leírás

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Azok a vásárlók, akik ezt a könyvet megvásárolták, a következőket is megvásárolták