WEBIB | EM-LYON

Chapitre

Creating Virtual Selves in Second Life

in Digital Virtual Consumption

Vicdan, Handan ; Ulusoy, Ebru

Molesworth, Mike. Directeur de publication ; Denegri-Knott, Janice. Directeur de publication

Routledge - 2012

With the increased recognition of the importance of co-creation in digital world (Baker and Curasi, 2008; Mukherjee and Venkatesh, 2008; Tumbat and Horowitz, 2008), consumer creativity has gained attention by scholars who explore consumption/production in the digital world. Scholars have explored consumer creativity primarily in terms of design (Moreau and Dahl, 2005), product co-creation (Vargo and Lusch, 2004), innovation (Hirschman, 1980), consumer intelligence (Hirschman, 1983), and meaning ... creation (Herd et al., 2009). Consumer creativity is mainly defi ned as “ . . . the ability to engage in . . . productive thinking-the capacity to generate novel cognitive content” (Hirschman, 1980: 285), and is found to be infl uenced by situational and personal factors (Burroughs and Mick, 2004). Bonsu and Darmody (2008) also explored consumer creativity in virtual worlds and concluded that corporations exploit co-creative practices of consumers in these contexts.

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