Title: Exploring how and why consumers create unintended uses of products

Authors: Apiradee Wongkitrungrueng

Addresses: Mahidol University International College, 999 Phutthamonthon 4 Road, Salaya, Nakhonpathom 73170, Thailand

Abstract: The use of products for unintended purposes is prevalent among consumers, and can generate ideas for product improvement and new product development for the firm. However, little is known about how and why people create novel uses outside the regular context. Based on consumer experiences, this study aims to discover patterns of creative reuse of existing products and to understand consumer motives and outcomes. The qualitative data revealed that creative reuse is based on knowledge about product attributes, categories and users, and on individual preference. Respondents are motivated by economic benefits and need for cognition and pleasure. The findings reveal that creative reuse helps increase product value and consumer engagement with a product.

Keywords: use innovativeness; reuse; unintended uses; post-purchase; creativity.

DOI: 10.1504/IJBIR.2018.093521

International Journal of Business Innovation and Research, 2018 Vol.16 No.4, pp.453 - 470

Received: 27 Dec 2016
Accepted: 16 Mar 2017
Published online: 27 Jul 2018 *

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