The Role of Creative Cognition on Consumer Feature Reliance

When certain creative cognition (generative or exploratory) is salient, consumers tend to focus on brand information with distinct levels of abstraction. This differential focus eventually results in categorization and memory differences. Specifically, when the generative type of creative cognitions is salient, consumers rely more on abstract information, whereas when the exploratory type of creative cognitions is salient, they are more likely to attend to concrete information. Two experiments with different manipulations of creativity and distinct judgment tasks were conducted. We found converging evidence for our theory across these two experiments: 1) consumers with generative (exploratory) creativity are more likely to use goal-based (feature-based) categorization; 2) when generative (exploratory) creativity is salient, consumers have better recognition of abstract (concrete) information.


Huifang Mao and Xiaojing Yang (2008) ,"The Role of Creative Cognition on Consumer Feature Reliance", in NA - Advances in Consumer Research Volume 35, eds. Angela Y. Lee and Dilip Soman, Duluth, MN : Association for Consumer Research, Pages: 862-863.


Huifang Mao, University of Central Florida
Xiaojing Yang, University of Wisconsin, Milwaukee


NA - Advances in Consumer Research Volume 35 | 2008

Share Proceeding

Featured papers

See More


Asymmetry in Susceptibility to Fake News due to Political Orientation

Hyerin Han, University of Minnesota, USA
Ryan Wang, University of Minnesota, USA
Akshay Rao, University of Minnesota, USA

Read More


Bundle Variety and Preference: A Neuromarketing Study Using Event-Related Potentials

Ruyi Qiu, Tsinghua University
Xiaoang Wan, Tsinghua University

Read More


Brands as Mediators: A Research Agenda

Philipp K. Wegerer, University of Innsbruck, Austria

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.