Conjuring Creativity: the Impact of Fear
Prior research examines factors influencing creativity generation, but not external factors affecting creativity perception, even though perceptions of creativity frequently drive marketing success. In this research, we show that fear (but not other main negative emotions, happiness, or neutral emotion) positively impacts creativity perceptions (and in turn, attitudes and intentions).
Citation:
Ilgım Dara Benoit and Elizabeth Miller (2018) ,"Conjuring Creativity: the Impact of Fear", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 479-480.
Authors
Ilgım Dara Benoit, Appalachian State University
Elizabeth Miller, University of Massachusetts, USA
Volume
NA - Advances in Consumer Research Volume 46 | 2018
Share Proceeding
Featured papers
See MoreFeatured
H7. Too Risky to Be Luxurious: Stigmatized Luxury Product Attributes Can Weaken or Increase Social Risk to Determine Conspicuous Consumption
Jerry Lewis Grimes, Grenoble Ecole de Management
Yan Meng, Grenoble Ecole de Management
Featured
Turning the Titanic: Creating Consumer-Centric Cultures and Improved Consumer Experience in Large, Established Health Care Systems
Gregory Carpenter, Northwestern University, USA
Beth Leavenworth DuFault, University at Albany
Ashlee Humphreys, Northwestern University - Medill, USA
Lez Ecima Trujillo Torres, University of Illinois at Chicago, USA
Featured
Memory-Based Models of Predicting Inferences about Brand Quality
Yvetta Simonyan, University of Bath, UK
Dan Goldstein, Microsoft Research