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Measuring consumer perception of product creativity: Impact on satisfaction and purchasability
Author(s) -
Horn Diana,
Salvendy Gavriel
Publication year - 2009
Publication title -
human factors and ergonomics in manufacturing and service industries
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 0.408
H-Index - 39
eISSN - 1520-6564
pISSN - 1090-8471
DOI - 10.1002/hfm.20150
Subject(s) - creativity , novelty , affect (linguistics) , product (mathematics) , perception , variance (accounting) , new product development , exploratory factor analysis , psychology , marketing , social psychology , business , mathematics , neuroscience , geometry , accounting , communication , service (business)
In the current value‐based economy, product creativity is a potential resource for organizations to compete, thus emphasizing the need for product creativity measurement. Two studies were performed to refine and validate a previously tested model and measurement of consumer perception of product creativity: one with web‐based evaluations ( N = 208) of chairs and lamps and one with paper‐based evaluations ( N = 105) of individually selected products. Results of exploratory factor analyses indicated three main product creativity factors: Affect, Importance, and Novelty, which explained 72% of the common variance. Results of stepwise regressions indicated that the Affect factor significantly predicts (65% of the explained variance) willingness to purchase creative consumer products. One major contribution of this research is the finding that affect is as equally ( R 2 = .28) important as novelty ( R 2 = .25) in consumer perception of product creativity. Theoretical and practical implications are discussed for the Affect, Importance, and Novelty product creativity factors, and general creativity guidelines are provided for consumer product design. © 2009 Wiley Periodicals, Inc.