Exploring Antecedents and Consequences of Consumer Creativity in a Problem‐Solving Context

Creativity is an underresearched topic in consumer behavior, yet integral in many instances of consumer problem solving. Two experiments were conducted to investigate antecedents and consequences of creativity in a consumption context. The results indicate that both situational factors (i.e., time c...

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Bibliographic Details
Published in:The Journal of consumer research 2004-09, Vol.31 (2), p.402-411
Main Authors: Burroughs, James E., Glen Mick, David
Format: Article
Language:English
Subjects:
Consumer behavior
Consumer motivation
Consumer research
Consumption
Creativity
Experiments
Metaphors
Motivation
Motivation research
Pride
Problem solving
Product development
Regression analysis
Shoes
Unconsciousness
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Summary:Creativity is an underresearched topic in consumer behavior, yet integral in many instances of consumer problem solving. Two experiments were conducted to investigate antecedents and consequences of creativity in a consumption context. The results indicate that both situational factors (i.e., time constraints, situational involvement) and person factors (i.e., locus of control, metaphoric thinking ability) affect creative consumption and that some of these variables have interactive influences. The results also show that acting creatively enhances positive affect.
ISSN:0093-5301
1537-5277
DOI:10.1086/422118