Thinking inside the Box: Why Consumers Enjoy Constrained Creative Experiences
Abstract
From cooking kits to home improvement shows, consumers are increasingly seeking out products that are designed to help them be creative. In this research, the authors examine why consumers participate in creative activities and under what conditions these experiences are the most enjoyable. A qualitative study explores the diverse motivations for undertaking creative tasks and identifies the role of constraints in such endeavors. Then, the...
Paper Details
Title
Thinking inside the Box: Why Consumers Enjoy Constrained Creative Experiences
Published Date
Aug 1, 2007
Volume
44
Issue
3
Pages
357 - 369
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