The Role of Creative Cognition on Consumer Feature Reliance

Huifang Mao, University of Central Florida
Xiaojing Yang, University of Wisconsin, Milwaukee
When certain creative cognition (generative or exploratory) is salient, consumers tend to focus on brand information with distinct levels of abstraction. This differential focus eventually results in categorization and memory differences. Specifically, when the generative type of creative cognitions is salient, consumers rely more on abstract information, whereas when the exploratory type of creative cognitions is salient, they are more likely to attend to concrete information. Two experiments with different manipulations of creativity and distinct judgment tasks were conducted. We found converging evidence for our theory across these two experiments: 1) consumers with generative (exploratory) creativity are more likely to use goal-based (feature-based) categorization; 2) when generative (exploratory) creativity is salient, consumers have better recognition of abstract (concrete) information.
[ to cite ]:
Huifang Mao and Xiaojing Yang (2008) ,"The Role of Creative Cognition on Consumer Feature Reliance", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 862-863.