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On Breaking Functional Fixedness: How the Aha! Moment Enhances Perceived Product Creativity and Product Appeal

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  • Sara Caprioli
  • Christoph Fuchs
  • Bram Van den Bergh

Abstract

How do consumers react to products assembled from existing components? Nine studies in both the lab and the field demonstrate that consumers evaluate products as more creative and more appealing when they consist of components that originally served entirely different functions. When consumers realize that the intended functionality of a component is not fixed, but versatile, they experience an aha! moment, which in turn enhances perceived product creativity and product appeal. This research bridges engineering and consumer research providing theoretical contributions to the product design and creativity literature. The findings of this research have substantive implications for designing sustainable products, especially for product upcycling, the process of transforming old or used components into new products.

Suggested Citation

  • Sara Caprioli & Christoph Fuchs & Bram Van den Bergh, 2023. "On Breaking Functional Fixedness: How the Aha! Moment Enhances Perceived Product Creativity and Product Appeal," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 50(1), pages 48-69.
    • Handle: RePEc:oup:jconrs:v:50:y:2023:i:1:p:48-69.
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    References listed on IDEAS

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    Cited by:

    1. Li, You & Wu, Shuilong & Yuan, Yongna & Hu, Zekun, 2024. "How temporal perspective affects the effectiveness of upcycled vs. recycled product advertisements," Journal of Retailing and Consumer Services, Elsevier, vol. 78(C).

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