Fueled by technology, many consumers are now generating their own web content, designing products for themselves and others, collaborating to create new products, and forming communities to create brands and brand meaning. Despite these radical shifts in consumer behavior, the traditional view of the consumer as a rather passive recipient of marketer-generated products and brands remains relatively intact among consumer behavior researchers. As consumers are becoming increasingly involved in the creation of products, they are taking on roles traditionally held exclusively by firms. The goal of this chapter is to stimulate research on consumer innovation by offering a conceptual overview of this paradigm shift, reviewing the research that has addressed different aspects of the shift, and identifying new areas of research created by it.
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