Do the Worst of Times Increase Creativity?: Scarcity Vs. Abundance Psychology and Creativity

Three experiments tested whether and how a scarcity (vs. abundance) mindset affects consumer creativity. Results indicate that a scarcity mindset makes people think beyond established functionalities to explore broadly for solutions, thereby heightening creativity. In contrast, an abundance mindset induces functional fixedness, thereby reducing creativity.


Ravi Mehta and Meng Zhu (2012) ,"Do the Worst of Times Increase Creativity?: Scarcity Vs. Abundance Psychology and Creativity", in NA - Advances in Consumer Research Volume 40, eds. Zeynep Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 58-61.


Ravi Mehta, University of Illinois at Urbana Champaign, USA
Meng Zhu, Johns Hopkins University, USA


NA - Advances in Consumer Research Volume 40 | 2012

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