TY  - CHAP
AB  - Abstract The phenomenon of creativity spans research topics across Marketing and Consumer Behavior. Interest in, and research on, creativity has grown over the past several decades. With this heightened attention comes the question of how best to conceptualize and measure creativity. This question is addressed by reviewing the conceptualizations and measures used in the psychological study of creativity. From this review, we build a framework by which to analyze papers from the Journal of Consumer Research and the Journal of Marketing Research. Based upon this analysis, we provide recommendations and best practices for future research. Of particular importance, we recommend the use of convergent problem-solving tasks in combination with ratings of novelty and usefulness reported separately. Such measures allow one to distinguish between instances of effective-creativity (when an idea is both novel and useful) and instances of quasi-creativity (when an idea is novel but lacks usefulness). The importance of the framework to research and analysis beyond the experimental paradigm is discussed.
VL  - 17
SN  - 978-1-78754-824-4, 978-1-78754-825-1/1548-6435
DO  - 10.1108/S1548-643520200000017016
UR  - https://doi.org/10.1108/S1548-643520200000017016
AU  - Priester Joseph R.
AU  - Fleming Monique A.
ED  - Dawn Iacobucci
PY  - 2020
Y1  - 2020/01/01
TI  - The Conceptualization and Measure of Creativity: Implications for Research in Marketing and Consumer Behavior
T2  - Continuing to Broaden the Marketing Concept
T3  - Review of Marketing Research
PB  - Emerald Publishing Limited
SP  - 193
EP  - 222
Y2  - 2024/09/23
ER  -