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Craft consumption and consumer transformation in a transmodern era

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  • Elliot, Esi A.

Abstract

This study investigates how craft consumption illuminates consumer self-transformation. Craft consumption refers to activities in which consumers personalize their products by designing and making what they consume themselves (Campbell, 2005). Our work is positioned at the nexus of transmodernity. Transmodern is defined as “a way of thinking that combines intuition and spirituality with rational brainwork” (Luyckx, 1999, p. 971). This study contributes to extant research by highlighting the interplay of rational and spiritual dimensions of craft consumption that leads to consumer transformation. The investigation uses a grounded theory method for conducting qualitative research. This empirical research was conducted through observations and phenomenological interviews with 10 craft consumers belonging to the Pilsen Mexican community in Chicago, USA. The study has implications for contemporary consumer research on consumer co-production.

Suggested Citation

  • Elliot, Esi A., 2016. "Craft consumption and consumer transformation in a transmodern era," Journal of Business Research, Elsevier, vol. 69(1), pages 18-24.
    • Handle: RePEc:eee:jbrese:v:69:y:2016:i:1:p:18-24
    DOI: 10.1016/j.jbusres.2015.07.016
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    Cited by:

    1. Schindler, Robert M. & Minton, Elizabeth A., 2022. "What becomes sacred to the consumer: Implications for marketers," Journal of Business Research, Elsevier, vol. 151(C), pages 355-365.
    2. Mohsin Shafi & Liu Junrong & Yongzhong Yang & Deng Jian & Imran UR Rahman & Mahdi Moudi, 2021. "Factors Influencing the Consumer Acceptance of Innovation in Handicraft Products," SAGE Open, , vol. 11(4), pages 21582440211, December.
    3. Canavan, Brendan & McCamley, Claire, 2020. "The passing of the postmodern in pop? Epochal consumption and marketing from Madonna, through Gaga, to Taylor," Journal of Business Research, Elsevier, vol. 107(C), pages 222-230.
    4. Biraghi, Silvia & Gambetti, Rossella & Pace, Stefano, 2018. "Between tribes and markets: The emergence of a liquid consumer-entrepreneurship," Journal of Business Research, Elsevier, vol. 92(C), pages 392-402.
    5. Kim, Ha Youn & Kwon, Yoo Jin, 2017. "Blurring production-consumption boundaries: Making my own luxury bag," Journal of Business Research, Elsevier, vol. 74(C), pages 120-125.
    6. Fortezza, Fulvio & Figueiredo, Bernardo & Scaraboto, Daiane & Del Chiappa, Giacomo, 2022. "Managing multiple logics to facilitate consumer transformation," Journal of Business Research, Elsevier, vol. 144(C), pages 377-390.
    7. Erz, Antonia & Heeris Christensen, Anna-Bertha, 2018. "Transforming Consumers Into Brands: Tracing Transformation Processes of the Practice of Blogging," Journal of Interactive Marketing, Elsevier, vol. 43(C), pages 69-82.
    8. Elliot, Esi Abbam & Jamal, Ahmad & Cherian, Joseph, 2018. "Artrepreneurship and learning in ethnic markets," Journal of Business Research, Elsevier, vol. 82(C), pages 391-399.
    9. Roy, Subhadip & Mohapatra, Subhalaxmi, 2023. "Exploring the culture–creativity–innovation triad in the handicraft industry using an interpretive approach," Journal of Business Research, Elsevier, vol. 156(C).

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