The literature review shows the importance of broadening research on consumer creativity in creative leisure pursuits. Several theories and the results of a motivational study highlight the hedonic (pleasure, vitality) and eudemonic components (learning, identity experience) of the creative experience as well as the consumer's motivational orientation at the time he engages in the creative activity. Subsequently, the links between these experience components and the originality or aesthetic qualities of the creative product are established in order to study the role of this motivational orientation. Results confirm the importance of this orientation and several key areas are identified for further research.
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