Head versus Heart: The Effect of Objective versus Feelings-Based Mental Imagery on New Product Creativity

Keyphrases

• Cognitive Flexibility 50%
• Consumer Research 50%
• Differential Impact 50%
• Efficient Strategy 50%
• Empathic Concern 50%
• End-user Experience 50%
• Impact Outcomes 50%
• Managerial Implications 50%
• Mental Imagery 100%
• Mental Simulation 50%
• New Product Creativity 100%
• New Product Ideation 50%
• Product Usefulness 50%
• Simulation Process 50%
• Visual Mental Imagery 100%

Social Sciences

• Consumer Research 25%
• Emotions 100%

Psychology

• Cognitive Flexibility 25%
• Mental Imagery 100%