Abstract
The present work examines the role of creativity-contingent monetary versus social-recognition rewards on creative performance and provides new insights into the underlying motivational processes through which these rewards affect consumer creativity. A series of five studies demonstrate that within the context of creativity contingency, monetary rewards induce a performance focus, while social-recognition rewards induce a normative focus. Such performance (normative) focus in turn enhances (attenuates) approach motivation to be original and hence leads to higher (lower) originality in a creative task. Thus, this work not only advances the current understanding of how and why two types of widely used creativity-contingent external rewards may have contrasting effects on creative performance, but it also offers important practical insights to managers who utilize reward systems in cultivating consumer creativity in their innovation platforms.
Original language | English (US) |
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Pages (from-to) | 536-553 |
Number of pages | 18 |
Journal | Journal of Consumer Research |
Volume | 44 |
Issue number | 3 |
DOIs | |
State | Published - Oct 1 2017 |
Keywords
- Approach motivation
- Creativity
- Innovation
- Monetary rewards
- Normative focus
- Social-recognition rewards
ASJC Scopus subject areas
- Business and International Management
- Anthropology
- Arts and Humanities (miscellaneous)
- Economics and Econometrics
- Marketing