On Breaking Functional Fixedness: How the Aha! Moment Enhances Perceived Product Creativity and Product Appeal

Sara Caprioli, Christoph Fuchs, Bram van den Bergh

Veröffentlichungen: Beitrag in FachzeitschriftArtikelPeer Reviewed

Abstract

How do consumers react to products assembled from existing components? Nine studies in both the lab and the field demonstrate that consumers evaluate products as more creative and more appealing when they consist of components that originally served entirely different functions. When consumers realize that the intended functionality of a component is not fixed, but versatile, they experience an aha! moment, which in turn enhances perceived product creativity and product appeal. This research bridges engineering and consumer research providing theoretical contributions to the product design and creativity literature. The findings of this research have substantive implications for designing sustainable products, especially for product upcycling, the process of transforming old or used components into new products.
OriginalspracheEnglisch
Seiten (von - bis)48-69
Seitenumfang22
FachzeitschriftJournal of Consumer Research
Jahrgang50
Ausgabenummer1
DOIs
PublikationsstatusVeröffentlicht - 1 Juni 2023

ÖFOS 2012

  • 502019 Marketing

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