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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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