Exploring Antecedents and Consequences of Consumer Creativity in a Problem-Solving Context
通过两项实验，研究了消费情境中创造力的前因（时间压力、情境卷入、控制点、隐喻思维能力）和后果（积极情绪），发现情境与个体因素交互影响创造力。
Creativity is an underresearched topic in consumer behavior, yet integral in many instances of consumer problem solving. Two experiments were conducted to investigate antecedents and consequences of creativity in a consumption context. The results indicate that both situational factors (i.e., time constraints, situational involvement) and person factors (i.e., locus of control, metaphoric thinking ability) affect creative consumption and that some of these variables have interactive influences. The results also show that acting creatively enhances positive affect.