Does Suspense Spur Or Hamper Consumer Creativity?

Little is known about how mixed emotions influence consumer creativity. Four online experiments find that suspense, a mixed emotion comprising hope and fear, facilitates creativity. Felt conflict arises from experiencing suspense, then a flexible mindset is adopted to reduce the conflict, and eventually this mindset leads to consumer creativity.


Sungjun (Steven) Park, Yong J. Hyun, and C. Page Moreau (2016) ,"Does Suspense Spur Or Hamper Consumer Creativity?", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 582-583.


Sungjun (Steven) Park, Korea Advanced Institute of Science and Technology (KAIST), Korea
Yong J. Hyun, KAIST, Korea
C. Page Moreau, University of Wisconsin, USA


NA - Advances in Consumer Research Volume 44 | 2016

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