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Journal of Marketing Theory and Practice Volume 21, 2013 - Issue 4
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Original Article

Enhancing the Influence of Distal Primes on Creativity: The Role of Contextual and Personal Variables

Mousumi Bose Charles F. Dolan School of Business, Fairfield University, Fairfield, CT
,
Judith Anne Garretson Folse Louisiana State University, Baton Rouge, LA
&
Sooyeon Nikki Lee-Wingate Charles F. Dolan School of Business, Fairfield University, Fairfield, CT
Pages 351-370 | Published online: 08 Dec 2014
 
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Abstract

Through two experiments, we confirm that environmental primes promote both the quantity and quality of consumer creativity. More importantly, primes interact with mood, gender, and expectations of performance feedback. Study 1 revealed an interaction between prime type and mood where distal primes enhanced the quantity but not the quality of creative solutions for those in a negative mood. Study 2 showed an interaction between prime type and expectation of performance feedback where distal primes increased the total number of creative solutions and novelty. Lastly, there was a gender and mood interaction in Study 1. Theoretical and managerial implications are offered.

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