The Influence of Social Crowing on Creativity

We demonstrate that social crowdedness shapes creative thinking style. Specifically, individuals in crowded environments engage more in convergent thinking which worsens creative performance, while those in less crowded environments think more divergently which increases creative performance. This effect is moderated by crowd composition and is attenuated for in-group crowds. This research demonstrates that social crowdedness shapes creative performance. Specifically, socially crowded environments worsen creative performance due to the activated negative arousal. However, this effect is moderated by crowd composition and an individual’s need for arousal, and attenuated for sensation seekers and for crowds perceived positively.



Citation:

Ahreum Maeng, Robin J. Tanner, and Kaiyang Wu (2017) ,"The Influence of Social Crowing on Creativity", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 243-247.

Authors

Ahreum Maeng, University of Kansas, USA
Robin J. Tanner, University of Wisconsin - Madison, USA
Kaiyang Wu, University of Wisconsin - Madison, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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