American International Journal of Social Science

A Model of Consumer Creativity in Product Use
Dwane H. Dean

Abstract
The goal of this study was insight into the process by which consumers adapt and use existing products in unconventional ways to solve a problem (such as spraying PAM on a squeaky hinge instead of WD-40). Examples of consumer creativity in product use were collected through an online questionnaire, and a conceptual model of consumer creativity was constructed from this data. The model suggests the process begins with person-based motivations (to save money, time, or effort, etc.). Next, the consumer achieves a problem-solving insight often catalyzed by serendipity, and involving knowledge, past experience, or cognitive learning. The role of serendipity is highlighted and differentiates the model from an existing general model of creativity.

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