Brands in Creative Processes

I propose that brand preferences affect creative performance as well as accuracy of self-reported creativity. Professional creatives and consumers produce more creative work when they work for brands they like (vs. dislike). Also, I observe a brand preference bias on successful forecasting of their own creative work.


Catia Carvalheiro Alves, Irene Consiglio, and Luis Martinez (2020) ,"Brands in Creative Processes", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1194-1194.


Catia Carvalheiro Alves, Nova School of Business and Economics
Irene Consiglio, Nova School of Business and Economics, Portugal
Luis Martinez, Nova School of Business and Economics


NA - Advances in Consumer Research Volume 48 | 2020

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