RUNNING HEAD: Restricted Choice Can Increase Creativity Focus! Creative Success Is Enjoyed Through Restricted Choice ANNE-LAURE SELLIER*
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چکیده
A lay belief is that more choice of creative inputs boosts consumer creativity because it expands consumers’ creative solution space. Utilizing a knitting and crafting context in two experimental studies, the research reported here challenges this intuition to suggest that restricting the choice of creative inputs actually enhances creativity for experienced consumers. The authors find that this outcome is due to the consumer’s ability to enjoy the creative process more, which in turn positively affects their creative output as judged by experts. In contrast, consumers perceive themselves as more creative (regardless of experience level), the greater the choice of inputs they are provided. The authors discuss how these findings open up new avenues for research on creativity and choice overload.
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تاریخ انتشار 2011