The Prosumer Movement

摘要: Alvin Toffler (1980), in his book „The Third Wave“, argues that consumers are a phenomenon of the Industrial Age. As society moves toward Post-Industrial Age, so will number pure decline. They be replaced by „prosumers“, people who produce many their own goods and services. Although prosumer theorizing has not attracted much critical comment, concept is sufficiently provocative to merit attention consumer behavior scholars marketing practitioners. If right, we might have retitle field „prosumer behaviour“ revise our notions effective marketing.