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
A Journey with no Return into the Animal Kingdom: The Role of Tattooing in the Construction of the Collective Identity of the Vegan and Vegetarian Movement
Renata Andreoni Barboza, IBMEC-Instituto Brasileiro de Mercado de Capitais
Tania Modesto Veludo-de-Oliveira, Escola de Administração de Empresas de São Paulo da Fundação Getulio Vargas (FGV EAESP)
Decisional Conflict Predicts Myopia
Paul Edgar Stillman, Ohio State University, USA
Melissa Ferguson, Cornell University, USA
When Buffers Backfire: Corporate Social Responsibility Reputation and Consumer Response to Corporate Ethical Transgressions
Marlene Vock, Amsterdam Business School, University of Amsterdam
Adrian Ward, University of Texas at Austin, USA
Margaret C. Campbell, University of Colorado, USA