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The Influence of Social Crowding on Consumer Creativity

Author

Listed:
  • Luqiong Tong
  • Jing Li

Abstract

The importance of consumer creativity is currently widely recognized, yet the examination of the influence of environmental elements on consumer creativity is still limited. Our research investigates the influence of social crowding on consumer creativity performance. While past research mainly focuses on extreme crowding conditions, our research examines the impact of a moderate level of social crowding, which is more commonly experienced in reality. From two lab experiments, our research shows that compared to consumers in crowded environments, consumers in uncrowded environments perform better on creativity tasks (e.g., designing promotion slogans and identifying solutions to problems). Furthermore, the effect of social crowding is mediated by approach motives. Consumers in an uncrowded (vs. crowded) environment are more likely to trigger approach-based motivation, which enhances their creativity performance. These findings extend our knowledge of social crowding and creativity and can help consumers and companies improve creativity performance in appropriate environments.

Suggested Citation

  • Luqiong Tong & Jing Li, 2023. "The Influence of Social Crowding on Consumer Creativity," International Journal of Business and Management, Canadian Center of Science and Education, vol. 16(11), pages 1-26, February.
    • Handle: RePEc:ibn:ijbmjn:v:16:y:2023:i:11:p:26
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    References listed on IDEAS

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    1. Stefan J Hock & Rajesh Bagchi & Darren DahlEditor & Eduardo AndradeAssociate Editor, 2018. "The Impact of Crowding on Calorie Consumption," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 1123-1140.
    2. Xun (Irene) Huang & Zhongqiang (Tak) Huang & Robert S WyerJr & Darren DahlEditor & JoAndrea HoeggAssociate Editor, 2018. "The Influence of Social Crowding on Brand Attachment," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(5), pages 1068-1084.
    3. Ravi Mehta & Darren W. Dahl & Rui (Juliet) Zhu, 2017. "Social-Recognition versus Financial Incentives? Exploring the Effects of Creativity-Contingent External Rewards on Creative Performance," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 536-553.
    4. Ravi Mehta & Rui (Juliet) Zhu & Amar Cheema, 2012. "Is Noise Always Bad? Exploring the Effects of Ambient Noise on Creative Cognition," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 39(4), pages 784-799.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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