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 More

Featured

E1. Effects of Recipients’ Emotional Expressions on Donors’ Preference for Helping with Development versus Survival

Xue Wang, University of Hong Kong
He (Michael) Jia, University of Hong Kong
Sara Kim, University of Hong Kong

Read More

Featured

How the Past Shapes the Present: The Assimilation of Enjoyment to Similar Past Experiences

Anika Stuppy, Erasmus University Rotterdam, The Netherlands
Bram Van den Bergh, Erasmus University Rotterdam, The Netherlands

Read More

Featured

Q7. Desire in Performed Consumption: Examining the Case of Korean Beauty Vlogging

Marie-Eve Jodoin, HEC Montreal, Canada
Marie-Agnès Parmentier, HEC Montreal, Canada

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.