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1. BUSM04: Sofia Ulver-SneistrupGroup 18: Javier SilvaVictoria PazoFranziska KittlRemy van LeeuwenPavel VassiljevThe Craft ConsumerColin Campbell

2. Active, calculating and rational actor

3. Allocates resources to purchases in order to maximize obtained utility2The Hero

4. Passive, manipulated and exploited subject of market forces

5. Constraint to consume in a way mass society does3The Dupe

6. Actor selects goods with the specific intention of using them to create or maintain a given impression, identity or lifestyle4The New Post-Modern

7. Actors are employing commodities and services as means to achieving their own ends

8. BUT are not trying to create, or even necessarily to maintain, a sense of identity. Consumers already have stable sense of identity 5The Craft Consumer

9. Craft consumption implies that the product is essentially both “made and designed” by the same person.

10. The consumer typically brings skill, knowledge, judgment and passion motivated by the desire of self expression.

11. It is typically encountered in fields as interior decorating, gardening, cooking, and the selection of clothing “outfits”.

12. It does normally not involve the physical ‘creation’ of a product. Rather, what is actually ‘created’ is an ‘ensemble’ or a ‘putting together’ of products, each of which may itself be a standardized or mass-produced item.6The Craft Consumer

13. 7Is this Craft Consumption?

14. It is craft consumption because the consumer is taking a mass produced product and employing it as raw material for a new product that is intended for self-consumption.8Yes!

16. This is an example of CUSTOMIZATION.

17. Although the consumer exercises some skill to better suit his needs, the result is not a significant modification to the basic design of the product.

18. Customization can be the basis for craft consumption (e.g. painting a room). The isolated activity can become a long-term program.10No

20. This is an example of a POSSESSION RITUAL

21. Possession rituals are activities that fulfill the important function of enabling consumers to “take ownership” of the goods in question12No

23. This is craft consumption because the end product is made by hand with skill and even if the “basic design” maybe taken from elsewhere, there is still some level of improvisation 14Yes

25. This is an example of SUBVERSIVE CUSTOMIZATION.

26. Subversive customization can be defined as the use of manufactured products in a manner other than that intended by the manufacturer.

27. Very common among youth sub cultures.16No

29. This is an example of ASSEMBLING a manufactured good.

30. Although it is hand made there is no creativity or improvisation possible.18No

32. This is an example of a CUSTOMIZATION.

33. The consumer “tailors” a product so they are better adapted to meet his/her needs, the result is not a significant modification to the basic design of the product.20No

35. This is an example of craft consumption where the customer creates an ensemble of products, each of which may itself be a standardized or mass produced product.

36. This kind of ensemble creativity is one of the most typical representations of the modern craft consumer.22Yes

37. The growth of craft consumption in contemporary western society might represent a reaction to progressive commodification.

38. This practice is often regarded as an oasis of personal self expression and authenticity in the “desert” of marketization.

39. It is important to understand that the desire to express individuality ultimately leads to an increase demand for a wide range of consumer goods and services.

40. Another aspect of craft consumption is this practice as a vehicle for the upper and upper-middle classes to continue expressing their traditional sense of cultural superiority by aestheticizing and ethicizing the world

41. Viewed in this way the craft/commodity consumption is not a new social cleavage but an old one in a new form23Why is there growth in Craft Consumption?

42. Morality

43. Where does craft consumption start and end?

44. When you engage in craft consumption d24Discussion

45. 25Thank you for your participation!

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The Craft Consumer

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