More Than One Way to Break an Egg: How Creativity Leads to More Enjoyment of Repeated Consumption Activities

In the context of repeated consumption activities, we find that consumers with a creative (vs. non-creative) mindset enjoy the repeated consumptions more, and are more willing to repeat the same activity. The effects occur because creative (vs. non-creative) consumers generate more variety in their approaches to undertaking the same activity.



Citation:

Yanfen You, Xiaojing Yang, Na Wen, and Wenyu Dou (2019) ,"More Than One Way to Break an Egg: How Creativity Leads to More Enjoyment of Repeated Consumption Activities", in NA - Advances in Consumer Research Volume 47, eds. Rajesh Bagchi, Lauren Block, and Leonard Lee, Duluth, MN : Association for Consumer Research, Pages: 923-924.

Authors

Yanfen You, New Mexico State University, USA
Xiaojing Yang, University of Wisconsin - Milwaukee, USA
Na Wen, California State University Northridge, USA
Wenyu Dou, City University of Hong Kong, China



Volume

NA - Advances in Consumer Research Volume 47 | 2019



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