Making Meaning: How Consumers Build Their Identity Into Their Own Creative Outcomes

Across three studies, we test how identity activation and input constraints influence consumers’ assessments of their own creations. Ironically, we find that while identity may motivate creative behavior, activating a familiar identity can lead consumers to generate familiar ideas. Constraints, however, lead to more effortful search and meaningful outcomes.



Citation:

Kelly B. Herd and Page Moreau (2017) ,"Making Meaning: How Consumers Build Their Identity Into Their Own Creative Outcomes", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 31-35.

Authors

Kelly B. Herd, University of Connecticut, USA
Page Moreau, University of Wisconsin - Madison, USA



Volume

NA - Advances in Consumer Research Volume 45 | 2017



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