TY - JOUR
T1 - Enhancing the Influence of Distal Primes on Creativity: The Role of Contextual and Personal Variables
AU - Godbole, Mousumi Bose
AU - Garretson Folse, Judith A.
AU - Lee-Wingate, Sooyeon
PY - 2013/1/1
Y1 - 2013/1/1
N2 - Through two experiments, we confirm that environmental primes promote both the quantity and quality of consumer creativity. More importantly, primes interact with mood, gender, and expectations of performance feedback. Study 1 revealed an interaction between prime type and mood where distal primes enhanced the quantity but not the quality of creative solutions for those in a negative mood. Study 2 showed an interaction between prime type and expectation of performance feedback where distal primes increased the total number of creative solutions and novelty. Lastly, there was a gender and mood interaction in Study 1. Theoretical and managerial implications are offered.
AB - Through two experiments, we confirm that environmental primes promote both the quantity and quality of consumer creativity. More importantly, primes interact with mood, gender, and expectations of performance feedback. Study 1 revealed an interaction between prime type and mood where distal primes enhanced the quantity but not the quality of creative solutions for those in a negative mood. Study 2 showed an interaction between prime type and expectation of performance feedback where distal primes increased the total number of creative solutions and novelty. Lastly, there was a gender and mood interaction in Study 1. Theoretical and managerial implications are offered.
UR - https://digitalcommons.fairfield.edu/business-facultypubs/174
UR - https://libraryapps.fairfield.edu/openurl?paramdict=en-US&genre=article&spage=351&SS_issnh=1069-6679&issn=10696679&SS_referer=http%3A%2F%2Fscholar.google.com%2Fscholar%3Fq%3DEnhancing%2Bthe%2BInfluence%2Bof%2BDistal%2BPrimes%2Bon%2BCreativity%253A%2BThe%2BRole%2Bof%2BContextual%2Band%2BPersonal%2BVariables%26btnG%3D%26hl%3Den%26as_sdt%3D0%252C7&issue=4&auinit=M&date=2013-10&aulast=Bose&atitle=Enhancing+the+Influence+of+Distal+Primes+on+Creativity%3A+The+Role+of+Contextual+and+Personal+Variables&title=The+Journal+of+Marketing+Theory+and+Practice&localeid=1033&aufirst=Mousumi¶mdict=en-US&SS_LibHash=DS3US6US9G&sid=google&pages=351-370&SS_source=51&l=DS3US6US9G&SS_meta_enhanced=true&SS_ReferentFormat=JournalFormat&SS_doi=10.2753%2FMTP1069-6679210401&au=Bose%2C+Mousumi&volume=21&SS_RequestType=1&epage=370&&SS_PostParamDict=disableOneClick
U2 - 10.2753/MTP1069-6679210401
DO - 10.2753/MTP1069-6679210401
M3 - Article
VL - 21
JO - Journal of Marketing Theory and Practice
JF - Journal of Marketing Theory and Practice
ER -