Consumer Creativity and Consideration Set: A Conceptual Framework and Research Propositions

Srivastava Ekta ()
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Srivastava Ekta: Indian Institute of Management Kozhikode

No 453, Working papers from Indian Institute of Management Kozhikode

Abstract: This conceptual study aims to discover potential antecedents to consumer creativity and assess the relationship between consumer creativity (vicarious, adoption and use innovativeness) and the size of consideration set. The study identifies a set of variables through focused literature review and integrates them into a conceptual framework and research propositions. The study proposes the moderating role of consumer involvement and situation variables (i.e. constraints) on the manifestation of creativity (vicarious, adoptive and use innovativeness). It is expected that the present study would help establish the notion that the consumer creativity has a positive impact on the size of consideration set.Length: 3 pages

Date: 2021-03
New Economics Papers: this item is included in nep-cwa
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