The Influence of Identity on Creative Outcomes

Kelly Herd, Indiana University, USA
C. Page Moreau, University of Colorado-Boulder, USA
In three studies we show that identity motives interact with input constraints to influence consumers’ evaluations of their own creative outcomes. We demonstrate these findings using actual creative tasks in both structured (i.e., online customization toolkits) and unstructured environments (i.e., drawing on a blank piece of paper).
[ to cite ]:
Kelly Herd and C. Page Moreau (2012) ,"The Influence of Identity on Creative Outcomes", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 53-57.