Authentically Creative? Identifying and Reconciling the Tension Between Authenticity and Creativity

Marketers perceived as authentic reap many benefits. In contrast to this positive view of authenticity, we develop a theoretical perspective pointing to its tension with creativity. Using experimental and archival methods, we find converging evidence that authenticity dampens creativity. Importantly, we identify the context where this effect could be reversed.


Shiyu Yang, Jack Goncalo, Olga Khessina, and Kyle Emich (2021) ,"Authentically Creative? Identifying and Reconciling the Tension Between Authenticity and Creativity", 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: 373-374.


Shiyu Yang, University of Illinois
Jack Goncalo, University of Illinois
Olga Khessina, University of Illinois
Kyle Emich, University of Delaware


NA - Advances in Consumer Research Volume 49 | 2021

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