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).
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.
Ilgım Dara Benoit, Appalachian State University
Elizabeth Miller, University of Massachusetts, USA
NA - Advances in Consumer Research Volume 46 | 2018
“My Brand” Behaved Badly: Psychological Ownership and Consumer Responsibility for Helping Brands Recover from Transgressions
Jennifer Wiggins, Kent State University, USA
Pamela Grimm, Kent State University, USA
Christina Kuchmaner, Kent State University, USA
Trusting the data, the self and “the other” in self tracking practices
Dorthe Brogård Kristensen, University of Southern Denmark, Denmark
A11. When Political Neutrality Backfires
Ike Silver, University of Pennsylvania, USA
Alex Shaw, University of Chicago, USA
Rob Kurzban, University of Pennsylvania, USA