How Community Interactions Demotivate Customer Involvement and Impair Creativity in Service Innovation: From the Perspective of Social Exclusion Theory

Our studies explore the effects of social interactions on creative behavior. Compared with socially accepted condition, we distinguish two types of social exclusion instances, being rejected and being ignored. With several experimental studies, we find that ignored experiences lead to lower task intrinsic motivation and creativity (flexibility and originality dimension).



Citation:

Xiucheng Fan and Jing Wang (2015) ,"How Community Interactions Demotivate Customer Involvement and Impair Creativity in Service Innovation: From the Perspective of Social Exclusion Theory", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 321-321.

Authors

Xiucheng Fan, Fudan University, China
Jing Wang, Fudan University, China



Volume

AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015



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