The Wisdom of Consumer Crowds

TLDR

Traditional theories of consumer innovation predate the collaborative opportunities of technology, but the spread of networking technologies has reshaped consumption, work, and society, prompting a macro‑social shift into grassroots regions with lasting business and societal impacts. The study aims to theorize, examine, and organize online collective consumer innovation, providing categories and procedures to guide business and society. The authors classify and describe four types of online creative consumer communities—Crowds, Hives, Mobs, and Swarms—by theorizing, examining, dimensionalizing, and organizing their forms and processes. Collective innovation arises both as an aggregated byproduct of everyday information consumption and from the deliberate efforts of talented, motivated e‑tribes.

Abstract

Past theories of consumer innovation and creativity were devised before the emergence of the profound collaborative possibilities of technology. With the diffusion of networking technologies, collective consumer innovation is taking on new forms that are transforming the nature of consumption and work and, with it, society and marketing. We theorize, examine, dimensionalize, and organize these forms and processes of online collective consumer innovation. Extending past theories of informationalism, we follow this macro-social paradigm shift into grassroots regions that have irrevocable impacts on business and society. Business and society need categories and procedures to guide their interactions with this powerful and growing phenomenon. We classify and describe four types of online creative consumer communities—Crowds, Hives, Mobs, and Swarms. Collective innovation is produced both as an aggregated byproduct of everyday information consumption and as a result of the efforts of talented and motivated groups of innovative e-tribes.