2014 Spring Research Camp on Consumer Creativity

2014 Spring Research Camp on Consumer Creativity


The Creativity Marketing Centre @ESCP Business School proudly presented the 2014 Spring Research Camp on Consumer Creativity

We assembled a group of leading international researchers working at the intersection of creativity, marketing and consumer behaviour to present some of their work on the fascinating and timely topic of Consumer Creativity, and to initiate collaborations on new research outputs on the topic.

The topic of consumer creativity has been addressed in Consumer Culture Theory (e.g., Schau et al., 2009), Consumer Psychology (e.g., Burroughs et al., 2009), Marketing Strategy (e.g., Berthon et al., 2007) and Service Dominant Logic (e.g., Taillard et al., 2013).  All have pointed to the important role of consumers in creating value through their creativity.  Bringing together some of these leading researchers and creativity experts from socio-cultural psychology, we will share ideas across the different streams of research, and aim to answer key questions about consumer creativity – focusing on three themes:


  • How can we define consumer creativity?
  • How prevalent and routine is consumer creativity?
  • Are all consumers creative? Are some consumers more creative than others?
  • Are all acts of consumption creative?
  • How can we differentiate between consumer creativity and co-creation?


  • What kind of value is created by creative consumers?
  • How do we identify and measure consumer creativity?


  • How can firms harness consumer creativity?
  • Where can consumer creativity be useful (product innovation,customer service, content creation, word-of-mouth and influence etc)?
  • What is the role of interactive platforms in fostering and enhancing consumer creativity?
  • Can consumer creativity backfire?

The Spring Camp at ESCP Business School featured a keynote speech led by Prof. Eric Arnould of University of Southern Denmark and a number of short (invited) presentations and breakout roundtables to discuss the topic and develop new insights and output opportunities.

Over 150 participants joined us for this highly collaborative and focused discussion, and shaped research on this fascinating topic. This was also an opportunity to discover the beautiful and friendly London Campus of ESCP Business School. Participants were our guests for breakfast, lunch and a cocktail reception.

Opening remarks

Dr. Tom van Laer welcomed guests and participants to ESCP Business School and provide a short introduction about the School, it’s London Campus and the Creativity Marketing Centre.



Tom van Laer

Assistant Professor of Marketing 

ESCP Business School, UK

Keynote Speaker:

Eric Arnould

Professor, University of Southern Denmark



Consumer Creativity


8:30-9:00 Registration and coffee
9:00-9:10 Opening Spring Research Camp

Tom van Laer, ESCP Business School, UK

9:10-9:25 Introduction to the Creativity Marketing Centre

Marie Taillard, ESCP Business School, UK

9:25-9:30 Call for Papers

Minas Kastanakis & Ben Voyer, ESCP Business School, UK

9:30-10:30 Session 1: Creativity is expressed through consumer storytelling.

Pauline MacLaran, Royal Holloway University of London, UK

Marius Lüdicke, City University London, UK

Tom van Laer, ESCP Business School,UK

10:30-10:45 Coffee break
10:45-11:45 Session 2: Creativity is a socio-cultural activity of consumers.

Al Muñiz, DePaul University, US

Vlad Glaveanu, Aalborg University, Denmark

Ben Voyer, ESCP Business School, UK

11:45-12:00 Coffee break
12:00-1:00 Session 3: Creativity is collectively consumed across platforms.

Charles Hofacker, Florida State University,US

Katherine Duffy, University of Essex, UK

Marie Taillard, ESCP Business School, UK & Yun Mi Antorini, LEGO Group, Denmark

1:00-2:30 Lunch
2:30-3:30 Session 4: Technology enhances consumer creativity.

Todd Lubart, Paris Descartes University,France

Yannig Roth, University Paris 1 Pantheon-Sorbonne, France

Jonathan Chippindale, Holition, UK

3:30-4:30 Four parallel breakout sessions (one per session topic) to discuss directions for further research
4:30-5:30 Keynote speech: Creativity is the spirit of consumption.

Eric Arnould, University of Southern Denmark

5:30-7:00 Cocktail reception


Organising Committee

Karin Casanova

Research Centres Manager

ESCP Business School, UK

Tom van Laer

Assistant Professor of Marketing

ESCP Business School, London

Marie Taillard

Associate Professor of Marketing, ESCP Business School

Director, Creativity Marketing Centre @ ESCP Business School


Venue and Accommodation

The conference was held at the ESCP Business School, London campus.

527 Finchley Road
London NW3 7BG

For further information on how to reach the school, please click here.

About ESCP Business School

ESCP was established in 1819, making it one of the world’s oldest business schools. It now has five campuses in Europe, with more than 125 full-time faculty members and a unique cultural mix of students. Combined, these allow the School to offer a distinctive type of business education that has contributed to its established reputation of being one of the best schools of its kind today. It meets the highest academic standards as it is currently accredited by EQUIS, AACSB, BAC, AMBA/PEMM and AMBA.


Discounted rates were arranged for the Conference participants in Hotels nearby the ESCP London campus (NW3).


Three hotels offered to ESCP visitors a special price, which can be obtained when quoting “ESCP” with your booking:

  1. Langorf Hotel

£95 per room or £105 for the executive double room (prices included breakfast and VAT)*

20 Frognal, London NW3 6AG, Tel +44(0)20 7794 4483.

*Offer subject to availability

To book a room with the above offer please contact the hotel directly: info@langorfhotel.com

  1. Best Western Swiss Cottage

£99 per person or £125 for two people (prices included breakfast and VAT)

4 Adamson Road, Swiss Cottage, London NW3 3HP, Tel. +44(0)207722 2281.

20 rooms were held at this rate until 20th of April 2013 and then 10 rooms until 7th May 2013.

To book a room with the above offer please contact the hotel directly: gopal@swisscottagehotel.co.uk

  1. Holiday Inn Express Hotel London-Swiss Cottage

    52-156 Finchley Road, London NW3 5HS, Tel. +44(0)20 74336666.

Other hotels:

Quality Hotel Hampstead
5 Frognal, London, NW3 6AL, Tel. +44 (0)20 7794 0101.

Avoca House Hotel
46 Belsize Park, Swiss Cottage, London NW3 4EG, Tel. +44 (0)207722 7777.

Dillons Hotel
21 Belsize Park, London NW3 4DU, Tel. +44 (0)20 7794 3360.

Charlotte Guest House
195 – 197 Sumatra Road, London NW6 1PF, Tel. +44 (0)20 77946476.


Selected Speakers and Themes

Dr. Tom van Laer welcomed guests and participants to ESCP and provide a short introduction to ESCP Business School, the School’s London Campus and the Creativity Marketing Centre.


Tomvan Laer

ESCP Business School, UK

Tom van Laer holds a doctorate in marketing (PhD) from the School of Business and Economics of Maastricht University, the Netherlands. As a doctoral candidate, he won the school’s Media Exposure Award. He has also been a visiting scholar at the University of New South Wales in Sydney, Australia. Currently, Tom is Assistant Professor at ESCP Business School. He lectures on the London, Madrid, and Paris campus; amongst others in the Master in Management programme. His research appears in premier and leading journals, including Journal of Consumer Research, International Journal of Research in Marketing, Journal of Business Ethics Journal of Interactive Marketing, and other outlets. His publications reflect his interest in storytelling, technology, and transformative consumer research. Tom counts winning his high school’s story-reading competition in 1995 among his most impressive accomplishments.

Keynote Speaker

Eric Arnould

University of Southern Denmark

He pursues research, teaching and practice under two banners, the first is sustainable business practices in which area his research has focused on fair trade marketing, demand side energy use, and sustainable agricultural production strategies. The second banner is that of consumer culture theory in which area he has helped to codify the field as well as several of its primary research directions, especially the sociocultural patterning of consumption and market cultures.

Key Research Interests: sustainability, consumer culture theory, base-of-pyramid markets, services.

Selected Speakers

Marius Lüdicke

Cass Business School

Dr. Marius Lüdicke is Senior Lecturer at Cass Business School and Privatdozent at the University of Innsbruck. Marius’ current research explores the dynamics of consumer culture and branding with regards to moralism, conflict, and consumer acculturation.

His work has been published the Journal of Consumer Research, Consumption Markets & Culture, Journal of Macromarketing, Marketing JRM-ZFP, and the Advances in Consumer Research, and has been cited in media such as the NY Times, Huffington Post, and Wired.

Dr. Lüdicke teaches Brand Management, Advertising, Cultural Innovation, Interpretive Research Methods, and Digital Marketing. He regularly advises start-up, small, and medium-sized companies in branding strategy and implementation questions.

Pauline Maclaran

Royal Holloway University of London

Pauline Maclaran is Professor of Marketing & Consumer Research in the School of Management at Royal Holloway. She joined in September 2008, having moved from Keele University where she was Professor of Marketing. She is a Member of the Chartered Institute of Marketing, the Academy of Marketing and the Association for Consumer Research, and a Fellow of the Higher Education Academy. Prior to becoming an academic she worked in industry for many years, initially in marketing positions and then as a founder partner in her own business, a design and marketing consultancy. During this time she worked with a broad spectrum of public and private sector companies. Currently her main teaching areas are Consumer Behaviour and Contemporary Issues in Marketing & Consumer Research.

Her research interests focus on cultural aspects of contemporary consumption, and she adopts a critical perspective to analyze the ideological assumptions that underpin many marketing activities,particularly in relation to gender issues. Her work also explores socio-spatial aspects of consumption, including the utopian dimensions of fantasy retail environments, and how the built environment mediates social relationships.  In 2002 she co-chaired the ACR Gender, Marketing & Consumer Behavior Conference and in 2010 the European ACR Conference.  She has also co-organised two ESRC sponsored seminar series on Critical Marketing and Motherhoods, Markets and Consumption.  She has just finished co-editing a book entitled Motherhoods, Markets and Consumption: The Making of Mothers in Contemporary Western Culture. Currently she is working with Professor Cele Otnes, University of Illinois, on a book for California University Press entitled, Royal Fever: The British Monarchy in Consumer Culture.

Charles Hofacker

Florida State University 

Charles Hofacker is Carl DeSantis Professor of Business Administration and Professor of Marketing at Florida State University in Tallahassee, Florida. His research interests lie at the intersection of information technology and marketing. His research in that area and others has appeared in such outlets as Journal of Marketing Research, Management Science, Journal of the Academy of Marketing Science, International Journal of Research in Marketing, Journal of Management, Journal of Interactive Marketing, Journal of Computer Mediated Communication and Psychometrika.

Professor Hofacker is the Editor of the Journal of Interactive Marketing. In addition, he moderates ELMAR, a newsletter for academic marketers with more than 7,000 subscribers around the world.

Katherine Duffy

University of Essex

Kat Duffy is a Lecturer in Marketing at University of Essex.  Kat’s research focuses on the dynamics of contemporary marketplace cultures and her current research interest includes value, space and practices in the collective practice of vintage. Coming from her doctoral research at University of Strathclyde, this research to date has been published in Advances of Consumer Research. Kat is also interested in the digitisation of consumer culture with specific relation to fashion brands and is part a team from London College of Fashion looking at the turn to the visual in the digital domain. Prior to becoming an academic she worked in various marketing positions: in digital marketing with website company 5pm.co.uk and other marketing roles including working for The Marketing Society and CCA (Centre for Contemporary Arts). Her teaching focuses on Consumer Behaviour, Digital Marketing and Principles of Marketing.

Albert M. Muñiz, Jr

DePaul University

Albert M. Muniz Jr. is Associate Professor of Marketing at DePaul University. His research interests are in the sociological aspects of consumer behavior and branding, including consumer-generated content and value creation in consumption communities. He has researched extensively in the area of consumer brand communities for more than a decade, and his work has been published in Journal of Consumer Research, Journal of Advertising, Journal of Interactive Marketing, and Journal of Strategic Marketing. Professor Muniz received his BS, MS, and PhD from the University of Illinois at Urbana-Champaign. Before coming to DePaul, Professor Muniz taught at the University of California at Berkeley.

Todd Lubart

University of Paris V

Todd Lubart is Professor of Psychology at the Université Paris Descartes, and former Member of the Institut Universiatire de France. He received his PhD from Yale University and was an invited professor at the Paris School of Management (ESCP). His research focuses on creativity, its identification and development within the multivariate, investment approach, creative potential and creative giftedness, the creative process and the effect of context on creative work. He is Director of the scientific laboratory “LATI” (Laboratoire Adaptations Travail-Individu); Todd Lubart has been in charge of several research grants on creativity (such as a study of creative giftedness) and has organized international scientific congresses on creativity. He is author or co-author of approximately 100 scientific reports (journal papers, book chapters) on creativity, including Defying the crowd : Cultivating creativity in a culture of conformity (NY: Free Press, 1995), Psychologie de la créativité (The psychology of creativity, Paris: Colin, 2003), Enfants Exceptionnels, Rosny: Bréal) (Exceptional Children). Finally, Todd Lubart, with Maud Besançon, and Baptiste Barbot is author of EPoC (Paris: Hogrefe), a new measure of creative potential in children.

Vlad Glavenau

Aalborg University,Denmark

Vlad Glaveanu has a BA in Psychology from the University of Bucharest, and an MSc in Social and Cultural Psychology from the London School of Economics where he recently completed a PhD in Social Psychology. In September 2012, he became Associate Professor at Aalborg University. His main interest is in creativity and innovation and in particular the intersections between creativity, society and culture.

His work aims to develop a socio-cultural psychology of creativity, one that offers a situated and micro-level account of the phenomenon and explores creative acts in everyday life contexts. Vlad has published several articles on these topics in creativity journals (such as the Creativity Research Journal, the Journal of Creative Behavior and Thinking Skills & Creativity) as well as in social and general psychology outlets (such as the Review of General Psychology, Culture & Psychology, the Journal for the Theory of Social Behaviour and Theory & Psychology). He is currently the Editor of Europe’s Journal of Psychology (EJOP), a peer-reviewed open access publication published by PsychOpen.

Jonathan Chippindale 


International Marketing Director with over twenty years of experience in luxury goods and a proven track record of creating value and driving sales using insights, creativity, innovation, collaboration and cultural sensitivity.

Jonathan brings to Holition a blend of strategic marketing and strong management skills, having been a Managing Director for the De Beers Group both in London and Dubai, as well as a senior partner in a global luxury consultancy working with some of the world’s best-known blue-chip premium brands. He has also held senior retail marketing roles at luxury brands such as Asprey and Garrard. His wealth of experience provides Holition with astute insider knowledge of the world of premium brands. Jonathan’s focus lies in identifying how clients can derive compelling competitive advantage from the new tools of digital marketing and the role creativity can play in creating compelling digital content.

Yun Mi Antorini

Community Strategist, LEGO Group




Discussion Panels

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