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A creative consumer is a customer who uses a product or service in a way that wasn't anticipated or intended by the producer. Firms vary in their reaction to creative consumption. Some firms embrace it and actively support it as it often drives sales. Other firms see it as detrimental to their brand or intellectual property and lock down products or take legal actions. The following are illustrative examples of a creative consumer.
ToursA customer who gives unofficial tours of a theme park.EnergyA design known as a Liter of Light converts a plastic beverage bottle into a solar light bulb that consumes no power.ArchitectureArchitects who use shipping containers as a structural element.Value Added ResellingAn artist who purchases high quality snowboards that are discounted due to unpopular designs and refurbishes them with her art.
FashionAltering brand fashions at home such that they look more unique than ready to wear items.VehiclesCustomizing the appearance or performance of cars.MusicSampling music to create new music.ArtUsing graphic designs from magazines in a collage.Media Fandom Fan produced media such as a music video.Fan produced levels, characters and other modifications to video games.
SoftwareInstalling a new operating system on a mobile device.HardwareOverclocking the hardware on a computing device so that it runs faster.Using a remote control toy car for robot parts.RestaurantsOrdering take out and then serving it as part of a catering service.
Subcultures
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