Enhancing the Influence of Distal Primes on Creativity: The Role of Contextual and Personal Variables
Through two experiments, we confirm that environmental primes promote both the quantity and quality of consumer creativity. More importantly, primes interact with mood, gender, and expectations of performance feedback. Study 1 revealed an interaction between prime type and mood where distal primes enhanced the quantity but not the quality of creative solutions for those in a negative mood. Study 2 showed an interaction between prime type and expectation of performance feedback where distal primes increased the total number of creative solutions and novelty. Lastly, there was a gender and mood interaction in Study 1. Theoretical and managerial implications are offered.
Journal of Marketing Theory and Practice
Godbole, Mousumi Bose; Garretson Folse, Judith A.; and Lee-Wingate, Sooyeon, "Enhancing the Influence of Distal Primes on Creativity: The Role of Contextual and Personal Variables" (2013). Business Faculty Publications. 174.
Mousumi Bose, Judith A. Garretson Folse and Sooyeon Lee-Wingate, (2013) “Enhancing the Influence of Distal Primes on Creativity: The Role of Contextual and Personal Variables,” Journal of Marketing Theory and Practice, 21(4), p.351-370.