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Focus! Creative Success Is Enjoyed Through Restricted Choice

Author

Listed:
  • Anne-Laure Sellier

    (Stern school of business - NYU - New York University [New York] - NYU - NYU System)

  • Darren W. Dahl

    (Sauder Business School - UBC - University of British Columbia)

Abstract

A common belief states that more choice of creative inputs boosts consumer creativity because it expands consumers' creative solution space. Two experimental studies, run in a knitting and a crafting context, challenge this intuition and suggest that restricting the choice of creative inputs actually enhances creativity for experienced consumers. The authors find that this outcome is due to consumers' ability to enjoy the creative process more, which in turn positively affects their creative output, as judged by experts. In contrast, consumers perceive themselves as more creative (regardless of experience level) when they have a greater rather than a limited choice of inputs. The authors discuss how these findings open up new avenues for research on creativity and choice overload.

Suggested Citation

  • Anne-Laure Sellier & Darren W. Dahl, 2011. "Focus! Creative Success Is Enjoyed Through Restricted Choice," Post-Print hal-00668631, HAL.
    • Handle: RePEc:hal:journl:hal-00668631
    DOI: 10.1509/jmr.10.0407
    as

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    Citations

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    Cited by:

    1. Teichmann, Karin & Scholl-Grissemann, Ursula & Stokburger-Sauer, Nicola E., 2016. "The Power of Codesign to Bond Customers to Products and Companies: The Role of Toolkit Support and Creativity," Journal of Interactive Marketing, Elsevier, vol. 36(C), pages 15-30.
    2. Niek Althuizen, 2012. "The relative performance of different methods for selecting creative marketing personnel," Marketing Letters, Springer, vol. 23(4), pages 973-985, December.
    3. Avi Goldfarb & Catherine E. Tucker, 2015. "Standardization and the Effectiveness of Online Advertising," Management Science, INFORMS, vol. 61(11), pages 2707-2719, November.
    4. Ravi Mehta & Darren W. Dahl & Rui (Juliet) Zhu, 2017. "Social-Recognition versus Financial Incentives? Exploring the Effects of Creativity-Contingent External Rewards on Creative Performance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 536-553.
    5. Gillier, Thomas & Chaffois, Cédric & Belkhouja, Mustapha & Roth, Yannig & Bayus, Barry L., 2018. "The effects of task instructions in crowdsourcing innovative ideas," Technological Forecasting and Social Change, Elsevier, vol. 134(C), pages 35-44.
    6. Jessen, Alexander & Hilken, Tim & Chylinski, Mathew & Mahr, Dominik & Heller, Jonas & Keeling, Debbie Isobel & de Ruyter, Ko, 2020. "The playground effect: How augmented reality drives creative customer engagement," Journal of Business Research, Elsevier, vol. 116(C), pages 85-98.
    7. Michal Maimaran, 2017. "To increase engagement, offer less: The effect of assortment size on children’s engagement," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 12(3), pages 198-207, May.
    8. Steils, Nadia & Hanine, Salwa, 2019. "Recruiting valuable participants in online IDEA generation: The role of brief instructions," Journal of Business Research, Elsevier, vol. 96(C), pages 14-25.
    9. Gaetano Miceli & Maria Antonietta Raimondo, 2020. "Creativity in the marketing and consumer behavior literature: a structured review and a research agenda," Italian Journal of Marketing, Springer, vol. 2020(1), pages 85-124, March.
    10. repec:cup:judgdm:v:12:y:2017:i:3:p:198-207 is not listed on IDEAS
    11. 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.
    12. Bin Kim, Woo & Jung Choo, Ho, 2023. "How virtual reality shopping experience enhances consumer creativity: The mediating role of perceptual curiosity," Journal of Business Research, Elsevier, vol. 154(C).

    More about this item

    Keywords

    creative success; restricted choice;

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