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
How Regional Diasporic Consumer Experiences Produce Transnational Imaginary
Mark Buschgens, RMIT University
Bernardo Figueiredo, RMIT University
Kaleel Rahman, RMIT University
Trust the Polls? Neural and Recall Responses Provide Alternative Predictors of Political Outcomes
Samuel B Barnett, Northwestern University, USA
Andres Campero, Massachusetts Institute of Technology, USA
Ronen Zilberman, Massachusetts Institute of Technology, USA
Chris Rose, New York University, USA
Aaron Robinson, Northwestern University, USA
Moran Cerf, Northwestern University, USA
Increasing Consumption of Larger Product Sizes through Symbolic Congruity: Size Label Color and Product Temperature
Seth Ketron, East Carolina University
Nancy Spears, University of North Texas