Appreciation of Creativity: Unintended Consequences of Thematic Versus Taxonomic Product Organization

Alison Jing Xu, University of Minnesota, USA
Joan Meyers-Levy, University of Minnesota, USA
Barbara Loken, University of Minnesota, USA
Ryan TzuShuo Wang, University of Minnesota, USA
Three experiments reveal that thematic versus taxonomic product assortments can evoke a relational processing mind-set, which carries over and later enhances consumers’ evaluations and willingness-to-pay for creative goods. However, this effect emerged only among participants possessing a chronic interdependent (versus independent) self-construal, who are more inclined to process information relationally.
[ to cite ]:
Alison Jing Xu, Joan Meyers-Levy, Barbara Loken, and Ryan TzuShuo Wang (2017) ,"Appreciation of Creativity: Unintended Consequences of Thematic Versus Taxonomic Product Organization ", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 968-969.