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Thinking inside the Box: Why Consumers Enjoy Constrained Creative Experiences

Darren W. Dahl and C. Page Moreau
Journal of Marketing Research
Vol. 44, No. 3 (Aug., 2007), pp. 357-369
Stable URL: http://www.jstor.org/stable/30162484
Page Count: 13
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Thinking inside the Box: Why Consumers Enjoy Constrained Creative Experiences
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Abstract

From cooking kits to home improvement shows, consumers are increasingly seeking out products that are designed to help them be creative. In this research, the authors examine why consumers participate in creative activities and under what conditions these experiences are the most enjoyable. A qualitative study explores the diverse motivations for undertaking creative tasks and identifies the role of constraints in such endeavors. Then, the authors conduct two experimental studies to understand the importance of constraints (e.g., instructional guidance, target outcomes) in facilitating a balance between perceived competence and autonomy for consumers involved in a creative task. When consumers engage in creative activities with a sense of both autonomy and competence, they enjoy the experience more. The authors discuss implications for managers and provide opportunities for further research.

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