Creativity and Consumer Behavior: An Economic Analysis

Marco Gazel (1, 2) , Louis Lévy-Garboua (3, 1, 2)

1 PSE - Paris School of Economics
2 CES - Centre d'économie de la Sorbonne
3 CIRANO - Centre interuniversitaire de recherche en analyse des organisations

The goal of this chapter is to review how economics describes creative consumer behavior and creative consumers, and to verify how far detailed creativity measures used in psychology are predictive of consumer behavior observed in economic experiments. We present a multidisciplinary literature review and illustrate empirically the economic approach to creativity in consumption with several new experiments realized by our team.

Mots clés: economics

Domaines: Economies et finances

Marco Gazel, Louis Lévy-Garboua. Creativity and Consumer Behavior: An Economic Analysis. Todd Lubart, Marion Botella, Samira Bourgeois -Bougrine, Xavier Caroff, Jerome Guegan, Christophe Mouchiroud, Julien Nelson, Franck Zenasni. Homo Creativus: The 7 C's of Human Creativity, Springer, pp.235-247, 2022, 978-3-030-99674-1. ⟨10.1007/978-3-030-99674-1⟩. ⟨hal-01306621⟩