Through nine experiments, this research advances knowledge about the influence of metaphors grounded in the visual sensory system on creative cognition by showing that perceiving ostensibly task-unrelated visual images that carry metaphoric meaning alters consumers’ creativity. While the results of Experiments 1a, 1b, and 2 provide convergent evidence that positive visual metaphors representing ideas like “I just had a light go on” increase consumers’ creative output, Experiments 3a and 3b reveals that a negative visual metaphor conveying ideas like “ I am burnt out” decrease it. Experiments 4a and 4b show that aptness and familiarity moderate the metaphor creativity link, and Experiment 6 shows that the metaphor–creativity link is moderated by analogical reasoning skills. Experiment 5 uncovers the mediating role of creative intent. In addition to implying that marketers can use metaphors to enhance consumers’ creative feedback in areas like new product development, this research also makes important theoretical contributions by showing (1) that grounded visual metaphors (in addition to tangible objects or physical exercises) can not only raise but also lower creative output, (2) that the cognitive relationship to the metaphor alters the metaphor-creativity link, (3) that a unique cognitive skill alters the metaphor–creativity link, and (4) that consumers’ intentions explain that relationship.
|School:||Instituto Tecnologico y de Estudios Superiores de Monterrey (Mexico)|
|Source:||DAI-A 74/10(E), Dissertation Abstracts International|
|Subjects:||Marketing, Experimental psychology, Cognitive psychology|
|Keywords:||Creativity, Product design, Visual metaphors|
Copyright in each Dissertation and Thesis is retained by the author. All Rights Reserved
The supplemental file or files you are about to download were provided to ProQuest by the author as part of a
dissertation or thesis. The supplemental files are provided "AS IS" without warranty. ProQuest is not responsible for the
content, format or impact on the supplemental file(s) on our system. in some cases, the file type may be unknown or
may be a .exe file. We recommend caution as you open such files.
Copyright of the original materials contained in the supplemental file is retained by the author and your access to the
supplemental files is subject to the ProQuest Terms and Conditions of use.
Depending on the size of the file(s) you are downloading, the system may take some time to download them. Please be