Claire Heeryung Kim, Kelly B Herd, H Shanker Krishnan
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引用次数: 1
Abstract
An increasing number of firms rely on consumers to develop new ideas for the marketplace. While many firms rely on online crowdsourcing communities, some have created facilities that encourage in-person ideation through which consumers can interact with product design materials. This research proposes that active touch engenders a positive effect on new product creativity and highlights the importance of touch during idea generation. We further suggest that interacting with an object via active touch increases positive mood, which enhances creative performance. Results from two studies provide support for these hypotheses. Study 1 demonstrates the positive effect of active touch on new product creativity. Study 2 replicates this effect in a different product development context and provides evidence that a positive mood mediates the active touch-creativity relationship.
Supplementary information: The online version contains supplementary material available at 10.1007/s11002-022-09628-5.
期刊介绍：
Marketing Letters: A Journal of Research in Marketing publishes high-quality, shorter paper (under 5,000 words including abstract, main text and references, which is equivalent to 20 total pages, double-spaced with 12 point Times New Roman font) on marketing, the emphasis being on immediacy and current interest. The journal offers a medium for the truly rapid publication of research results.
The focus of Marketing Letters is on empirical findings, methodological papers, and theoretical and conceptual insights across areas of research in marketing.
Marketing Letters is required reading for anyone working in marketing science, consumer research, methodology, and marketing strategy and management.
The key subject areas and topics covered in Marketing Letters are: choice models, consumer behavior, consumer research, management science, market research, sales and advertising, marketing management, marketing research, marketing science, psychology, and statistics.
Officially cited as: Mark Lett
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