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| Author: | Hewer, P. Brownlie, D. |
| Title: | On market forces and adjustments: acknowledging consumer creativity through the aesthetics of "debadging" |
| Journal: | Journal of Marketing Management
2010 : MAY, VOL 26:5-6, p. 428-440 |
| Index terms: | consumer behaviour creativity brands innovation |
| Language: | eng |
| Abstract: | The article aims to study the effect of social dynamics on everyday consumption. Consumers sometimes generate innovation processes by improvising solutions in their everyday life. The authors conduct a web-based study, where consumers are able to share their enthusiasm and information about car modification. It is found that grounded aesthetics works as a base for creativity and reworking of dominant market logic. Consumers' online discursive power is a resource that should not be understated, but in turn nurtured and harvested. This paper proposes ways to benefit from this resource. |
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