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

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