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
J10. Transnational Consumer Lifestyle
zahra Sharifonnasabi, Queen Mary University of London
Fleura Bardhi, City University of London, UK
Featured
J9. The Beautified Me is Me: How Interdependence Increase Usage of Beauty App
Qin Wang, Arizona State University, USA
Andrea Morales, Arizona State University, USA
Adriana Samper, Arizona State University, USA
Featured
O12. When do People Waste Time? Testing a Mechanism for Parkinson’s Law.
Holly S Howe, Duke University, USA
Tanya Chartrand, Duke University, USA