Focus! Creative Success Is Enjoyed Through Restricted Choice

Anne Laure Sellier, New York University, USA
Darren Dahl, University of British Columbia, Canada
We find that restricting the choice of creative inputs enhances creativity for experienced consumers, because they can enjoy the creative process more through better focus, which positively affects their creativity as judged by experts. In contrast, consumers generally perceived themselves as more creative, the more choice of inputs they had.
[ to cite ]:
Anne Laure Sellier and Darren Dahl (2011) ,"Focus! Creative Success Is Enjoyed Through Restricted Choice", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 75-76.