Restricting Choice of Inputs Increases Creativity For Experienced Consumers

Anne-Laure Sellier, New York University, USA
Darren W. Dahl, University of British Columbia, Canada
Restricting the choice of creative inputs makes consumers experienced in a creative task enjoy the creative process more, which makes them more creative. However, consumers perceive that they are more creative, the more choice they have. Knitters creating scarves over a week period provided support for these predictions.
[ to cite ]:
Anne-Laure Sellier and Darren W. Dahl (2011) ,"Restricting Choice of Inputs Increases Creativity For Experienced Consumers", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.