Creating the Unthinkable: Hard to Imagine, Easy to Act

We examine creativity in sacred domains (e.g., religion, patriotism). Three studies reveal that while people find it uncomfortable and difficult to imagine being creative in sacred (vs. secular) domains, they actually become more creative, and feel more comfort and ease taking on creative tasks in sacred (vs. secular) domains.


Chenying (Claire) Tang, Adriana Samper, Keisha M. Cutright, and Kelly B. Herd (2014) ,"Creating the Unthinkable: Hard to Imagine, Easy to Act", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 813-813.


Chenying (Claire) Tang, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Keisha M. Cutright, University of Pennsylvania, USA
Kelly B. Herd, Indiana University, USA


NA - Advances in Consumer Research Volume 42 | 2014

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