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.
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, Its 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.
Marie Taillard is LOréal 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.
