Visual Entropy and Consumer Creative Success

Our work demonstrates that visual entropy – a measure of information intensity and uncertainty within a closed microsystem – enhances individual creativity with five empirical studies. We apply novel methodologies by incorporating various creative materials, tasks, and evaluations (of visual entropy and creativity) approaches, including machine-learning-based text-mining and computer vision.


Rong Huang, Weiling Ye, Darren Dahl, and Yuqian Chang (2021) ,"Visual Entropy and Consumer Creative Success", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 903-903.


Rong Huang, Saint Anselm College
Weiling Ye, Shanghai University of Finance and Economics
Darren Dahl, University of British Columbia
Yuqian Chang, Rutgers University


NA - Advances in Consumer Research Volume 49 | 2021

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