Thinking Inside the Box: Why Consumers Enjoy Constrained Creative Experiences

From cooking kits to home improvement shows, consumers are increasingly seeking out products designed to help them be creative. In this research, we examine why consumers participate in creative activities and under what conditions these experiences are the most enjoyable. A qualitative study first identifies consumers’ motivations for undertaking creative pursuits. Two experimental studies are then used to demonstrate how the constraints offered by creativity products (e.g., instructions and target outcomes) influence consumers’ motivation and overall task enjoyment.


Darren W. Dahl and C. Page Moreau (2007) ,"Thinking Inside the Box: Why Consumers Enjoy Constrained Creative Experiences", in NA - Advances in Consumer Research Volume 34, eds. Gavan Fitzsimons and Vicki Morwitz, Duluth, MN : Association for Consumer Research, Pages: 659-662.


Darren W. Dahl, University of British Columbia, Canada
C. Page Moreau, University of Colorado, US


NA - Advances in Consumer Research Volume 34 | 2007

Share Proceeding

Featured papers

See More


P7. Consumer Evaluations of Sale Prices: The Role of the Spatial Representation of Time

Yaeeun Kim, Temple University, USA
Joydeep Srivastava, Temple University, USA

Read More


O1. Choice, Rejection, and Context Effects

Shih-Chieh Chuang, National Chung Cheng University
Yin-Hui Cheng, National Taichung University of Education

Read More


The Effects of Glossy Versus Matte Imagery on Consumers’ Decision Making

Yoonho Jin, INSEAD, Singapore
Amitava Chattopadhyay, INSEAD, Singapore

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.