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Jurnal

JMR : JOURNAL OF MARKETING RESEARCH

Keyword

creativity , postpurchase experience, enjoyment, choice overload

Pengarang

  1. Anne-laure sellier
  2. darren w. Dahl

    Subject

    MARKETING

    [Abstrak]

     





    A common belief states that more choise of choice of
    creative inputs boots consumer creativity because creativity because it expands
    consumers creative solution space. Two experimental studies, run in a knitting
    and a crafting context, challenge this intution and suggest that restricting the
    choice of creative inputs actually anhances creativity for experienced
    consumers. The autors find thatb this outcome is due to consumers ability to
    enjoy the creative process more, which in turn positively affect their creative
    output, as judged by experts (regerdless of experience level) when they have a
    greater that a limited choice of inputs. The authors discuss how these findings
    open up new avenues for research on creativity and choice overload.


    Periode

    Vol 48, Nomor 06, Tahun 2011

    [Berkas]

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