Creativity in New Product Development; When Collectivistic Values Outperform Individualistic Values

Research shows that individualism is preferable to collectivism when we desire creativity as an outcome. However, empirical evidence shows that countries or organizations from Eastern cultures (e.g., Japan, Korea, etc.) often outperform those from Western cultures when it comes to new patents and other proxies of creative activity. Across two studies, we highlight a situation under which a collectivistic mind-set outperforms an individualistic mind-set in terms of creative output. Specifically, in a high construal scenario, ideas generated by participants primed with an interdependent mind-set were judged to be more creative relative to ideas by participants primed with an independent mind-set – on both dimensions of creativity: originality and usefulness. However, no differences in creativity were found between interdependent and independent participants in low construal. Our nascent findings have the potential to advance knowledge of creativity and its processes, in general, and its effects on cross cultural performance, in specific.



Citation:

Jungim Mun and Charles D. Lindsey (2013) ,"Creativity in New Product Development; When Collectivistic Values Outperform Individualistic Values ", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.

Authors

Jungim Mun, SUNY at Buffalo, USA
Charles D. Lindsey, SUNY at Buffalo, USA



Volume

NA - Advances in Consumer Research Volume 41 | 2013



Share Proceeding

Featured papers

See More

Featured

Trust in the Holy or the Material: The Combined Impact of Religiousness and Materialism on Life Satisfaction

Kelly Gabriel, Vilanova University, USA
Aronte Bennett, Vilanova University, USA

Read More

Featured

Only "$20 More": Additional Price Framing Increases the Choice of Upgraded Products and Services

Thomas Allard, Nanyang Technological University, Singapore
David Hardisty, University of British Columbia, Canada
Dale Griffin, University of British Columbia, Canada

Read More

Featured

Crime and Punishment through the Political Lens: How Liberals Forgive, and Conservatives Punish Ethical Brand Users

Thomas Allard, Nanyang Technological University, Singapore
Brent McFerran, Simon Fraser University, Canada

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.