Effects of Task Routinization on Consumer Creativity

Our research posits that routine tasks lead to mental rigidity. It is demonstrated that after typing a string of letters repetitively, participants were more likely to employ a local processing style, and performed worse in a remote association task assessing creativity. Furthermore, participants’ psychological reactance moderates the effect of routinization.



Citation:

Jasper Teow and Li Xiuping (2016) ,"Effects of Task Routinization on Consumer Creativity", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 761-761.

Authors

Jasper Teow, National University of Singapore, Singapore
Li Xiuping, National University of Singapore, Singapore



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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