Consumer Creativity in Product Design: the Effects of Providing a Default Product on Idea Generation

Bo Chen, ESSEC Business School, France
Niek Althuizen, ESSEC Business School, France
This paper investigates the interaction effects between the level of advancement of the default product and the design goal on consumer creativity in creative designs. The results of two experiments show that a more advanced default product reinforces consumer creativity in functional designs but inhibits creativity in aesthetic designs.
[ to cite ]:
Bo Chen and Niek Althuizen (2013) ,"Consumer Creativity in Product Design: the Effects of Providing a Default Product on Idea Generation", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.