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The creative touch: the influence of haptics on creativity

Author

Listed:
  • Claire Heeryung Kim

    (Roosevelt University
    University of Connecticut
    Indiana University)

  • Kelly B. Herd

    (Roosevelt University
    University of Connecticut
    Indiana University)

  • H. Shanker Krishnan

    (Roosevelt University
    University of Connecticut
    Indiana University)

Abstract

An increasing number of firms rely on consumers to develop new ideas for the marketplace. While many firms rely on online crowdsourcing communities, some have created facilities that encourage in-person ideation through which consumers can interact with product design materials. This research proposes that active touch engenders a positive effect on new product creativity and highlights the importance of touch during idea generation. We further suggest that interacting with an object via active touch increases positive mood, which enhances creative performance. Results from two studies provide support for these hypotheses. Study 1 demonstrates the positive effect of active touch on new product creativity. Study 2 replicates this effect in a different product development context and provides evidence that a positive mood mediates the active touch-creativity relationship.

Suggested Citation

  • Claire Heeryung Kim & Kelly B. Herd & H. Shanker Krishnan, 2023. "The creative touch: the influence of haptics on creativity," Marketing Letters, Springer, vol. 34(1), pages 113-124, March.
    • Handle: RePEc:kap:mktlet:v:34:y:2023:i:1:d:10.1007_s11002-022-09628-5
    DOI: 10.1007/s11002-022-09628-5
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    References listed on IDEAS

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