Abstract
The importance of consumer creativity is currently widely recognized, yet the examination of the influence of environmental elements on consumer creativity is still limited. Our research investigates the influence of social crowding on consumer creativity performance. While past research mainly focuses on extreme crowding conditions, our research examines the impact of a moderate level of social crowding, which is more commonly experienced in reality. From two lab experiments, our research shows that compared to consumers in crowded environments, consumers in uncrowded environments perform better on creativity tasks (e.g., designing promotion slogans and identifying solutions to problems). Furthermore, the effect of social crowding is mediated by approach motives. Consumers in an uncrowded (vs. crowded) environment are more likely to trigger approach-based motivation, which enhances their creativity performance. These findings extend our knowledge of social crowding and creativity and can help consumers and companies improve creativity performance in appropriate environments.
Highlights
IntroductionCreativity is currently playing an increasingly important role
1.1 Creativity and Social CrowdingCreativity is currently playing an increasingly important role
No participant correctly guessed the purpose of the study, so the full sample was included in the analysis
Summary
Creativity is currently playing an increasingly important role. Many consumers have begun to design their own dresses and shoes, play kits in their leisure time, or even help companies generate ideas for their products and communications. Creative consumers are more likely to enjoy the consumption experience; to experience a greater sense of accomplishment, satisfaction and pride from everyday life; and to adopt new and innovative products (Harrison, 2016). Companies have tried to make use of creativity by crowdsourcing and providing self-generating products or services. Creativity is crucial for companies’ survival when it determines the quality of new product development and brand value (Mehta et al, 2017). Creativity advances the improvement of society as a whole (Mehta & Dahl, 2019)
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