Sensory experiences and consumer creativity

Rui Zhu, Ravi Mehta

Research output: Contribution to journalArticle

Abstract

Creativity is an important element in today’s consumption environment. Recently, the field has observed an increasing interest in examining how sensory experiences that people have while interacting with the external environment might affect creativity. While this line of research offers significant theoretical and practical implications, it is in its early stage, and the findings are rather fragmented. Thus, this article aims to provide a systematic review of the extant literature that bears closest relevance to consumer research, focusing on when and why sensory experiences can affect consumer creativity. In addition, based on such a review, we offer testable hypotheses with the intention of motivating more research in this fascinating domain.

Original languageEnglish (US)
Pages (from-to)473-484
Number of pages12
JournalJournal of the Association for Consumer Research
Volume2
Issue number4
DOIs
StatePublished - Oct 1 2017

ASJC Scopus subject areas

  • Applied Psychology
  • Economics and Econometrics
  • Marketing

Fingerprint Dive into the research topics of 'Sensory experiences and consumer creativity'. Together they form a unique fingerprint.

  • Cite this