On Breaking Functional Fixedness: How the Aha! Moment Enhances Perceived Product Creativity and Product Appeal
九项实验表明，当产品由原本功能不同的部件组装而成时，消费者会经历顿悟时刻，从而认为产品更具创造力和吸引力，这对可持续产品设计有重要启示。
Abstract How do consumers react to products assembled from existing components? Nine studies in both the lab and the field demonstrate that consumers evaluate products as more creative and more appealing when they consist of components that originally served entirely different functions. When consumers realize that the intended functionality of a component is not fixed, but versatile, they experience an aha! moment, which in turn enhances perceived product creativity and product appeal. This research bridges engineering and consumer research providing theoretical contributions to the product design and creativity literature. The findings of this research have substantive implications for designing sustainable products, especially for product upcycling, the process of transforming old or used components into new products.