Insight versus effort. Communicating the creative process leading to new products

Studies of the creative process identify two relevant sources of new ideas and products: Insight, a sudden, dreamlike, illuminating experience; and effort, deliberate, structured, hard work. With the aim of investigating the communication of the creative process, this research proposes that consumers hold associations between insight and arts, and between effort and sciences. These lay theories induce differential evaluations of new products:...