ABSTRACT
The Active Consumer discusses how consumers seem to delight in trying new solutions and exploring new combinatory possibilities. This book provides an economic-theoretical understanding of this phenomenon and the many ways in which innovation can structure consumer choice. The authors show from different points of view how central novelty can be in consumer behaviour, how it relates to technical change and how new consumer capabilities are developed and organized.
TABLE OF CONTENTS
part I|68 pages
The Hedonics of Taste
chapter 2|25 pages
Choice Without Utility?
Some reflections on the loose foundations of standard consumer theory
part II|53 pages
Consumers as Producers and Problem Solvers
part III|71 pages
Adoption and Diffusion of New Goods
chapter 9|24 pages
Silk Purses out of Sows' Ears
Mass rarefaction of consumption and the emerging consumer–collector*
part IV|45 pages
Consumption and Communication
chapter 11|21 pages
Consumption in Postmodernity
Social structuration and the construction of the self
