More Than New, Creative Design Solution: Factors Necessary For Delivering a Creative Design in the New Product Development Process

Design creativity is a rarely studied topic in the area of new product development; nevertheless, its importance has been recognized by many researchers in a variety of fields. This study examines the relationship among five variables: analogical thinking ability, self-confidence, perceived length of experience, team culture, and design creativity. The results of a multiple regression indicates that analogical thinking ability is an antecedent of design creativity, and that self-confidence is a full mediator between them. The results also show that perceived length of experience and team culture have significant moderating effects. These findings implicate both person- (i.e. ability, confidence, and perception of career) & situation-based (team culture) variables are key factors in developing a creative design of a new product.



Citation:

JaeHwan Kwon, Moonkyu Lee, and Hae-Ryong Kim (2011) ,"More Than New, Creative Design Solution: Factors Necessary For Delivering a Creative Design in the New Product Development Process", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 770-771.

Authors

JaeHwan Kwon, University of Iowa, USA
Moonkyu Lee, Yonsei University, South Korea
Hae-Ryong Kim, KonKuk University, South Korea



Volume

NA - Advances in Consumer Research Volume 39 | 2011



Share Proceeding

Featured papers

See More

Featured

Associative versus Relational Processing: The Role of Elaboration in Evaluative Conditioning

Xiaomeng Fan, Northwestern University, USA
Galen V. Bodenhausen, Northwestern University, USA

Read More

Featured

Visual Perceptual Research in Marketing

Kevin L. Sample, University of Georgia, USA
Henrik Hagtvedt, Boston College, USA
S. Adam Brasel, Boston College, USA

Read More

Featured

D9. Consumption Closure as a Driver of Positive Word of Mouth

Christina Saenger, Youngstown State University
Veronica Thomas, Towson University

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.