Designing Memories

Kelly Herd, University of Colorado, USA
C. Page Moreau, University of Colorado at Boulder, USA
While recent research has demonstrated the beneficial influence of constraints, constraints can also diminish perceived autonomy during a creative activity. This research examines an important factor likely to influence where the optimal balance between structure and freedom lies: how special is the purpose for which the creative product is intended?
[ to cite ]:
Kelly Herd and C. Page Moreau (2011) ,"Designing Memories", 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.