Exploring Antecedents and Consequences of Consumer Creativity in a Problem-Solving Context
James E. Burroughs, David Glen Mick
Journal of Consumer Research · 2004 · Volume 31 · Issue 2
Abstract
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.
Keywords
Affect/Emotions/Mood, Situation/Context/Issues, Diffusion/Innovation/Technology, Experimental Design and Analysis, Multivariate Data Analysis
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