Measuring consumer perception of product creativity: Impact on satisfaction and purchasability

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.