Exploring how and why consumers create unintended uses of products

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.