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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.

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Conventional and Ontological Consumer Creativity

  • 章节

  • 发表日期：

    2025年

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  • Eric J. Arnould,
  • Hunter Jones,
  • Dorian Marchais

摘要

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.