IDEAS home Printed from https://ideas.repec.org/a/eee/ijrema/v37y2020i3p602-620.html
   My bibliography  Save this article

Insight versus effort. Communicating the creative process leading to new products

Author

Listed:
  • Miceli, Gaetano (“Nino”)
  • Scopelliti, Irene
  • Raimondo, Maria Antonietta

Abstract

Studies of the creative process identify two relevant sources of new ideas and products: Insight, a sudden, dreamlike, illuminating experience; and effort, deliberate, structured, hard work. With the aim of investigating the communication of the creative process, this research proposes that consumers hold associations between insight and arts, and between effort and sciences. These lay theories induce differential evaluations of new products: consumers evaluate more favorably artistic and scientific products presented as the outcome of insight or effort, respectively. The strength of the proposed effects, however, depends on the level of consumer expertise in the relevant product domain. We maintain that, as audience expertise increases, lay theories become less relevant and the effects of creative process narratives are attenuated. Five studies support the proposed conceptual framework.

Suggested Citation

  • Miceli, Gaetano (“Nino”) & Scopelliti, Irene & Raimondo, Maria Antonietta, 2020. "Insight versus effort. Communicating the creative process leading to new products," International Journal of Research in Marketing, Elsevier, vol. 37(3), pages 602-620.
    • Handle: RePEc:eee:ijrema:v:37:y:2020:i:3:p:602-620
    DOI: 10.1016/j.ijresmar.2020.01.001
    as

    Download full text from publisher

    File URL: http://www.sciencedirect.com/science/article/pii/S016781162030001X
    Download Restriction: Full text for ScienceDirect subscribers only
    File URL: https://libkey.io/10.1016/j.ijresmar.2020.01.001?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    References listed on IDEAS

    as
    1. Peracchio, Laura A & Tybout, Alice M, 1996. "The Moderating Role of Prior Knowledge in Schema-Based Product Evaluation," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 23(3), pages 177-192, December.
    2. Ashlee Humphreys & Rebecca Jen-Hui Wang & Eileen FischerEditor & Linda PriceAssociate Editor, 2018. "Automated Text Analysis for Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(6), pages 1274-1306.
    3. Dhar, Tirtha & Weinberg, Charles B., 2016. "Measurement of interactions in non-linear marketing models: The effect of critics' ratings and consumer sentiment on movie demand," International Journal of Research in Marketing, Elsevier, vol. 33(2), pages 392-408.
    4. Parhankangas, Annaleena & Ehrlich, Michael, 2014. "How entrepreneurs seduce business angels: An impression management approach," Journal of Business Venturing, Elsevier, vol. 29(4), pages 543-564.
    5. Alba, Joseph W & Hutchinson, J Wesley, 1987. "Dimensions of Consumer Expertise," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 13(4), pages 411-454, March.
    6. Wright, Scott A. & da Costa Hernandez, José Mauro & Sundar, Aparna & Dinsmore, John & Kardes, Frank R., 2013. "If it tastes bad it must be good: Consumer naïve theories and the marketing placebo effect," International Journal of Research in Marketing, Elsevier, vol. 30(2), pages 197-198.
    7. Brian G. Nagy & Jeffrey M. Pollack & Matthew W. Rutherford & Franz T. Lohrke, 2012. "The Influence of Entrepreneurs’ Credentials and Impression Management Behaviors on Perceptions of New Venture Legitimacy," Entrepreneurship Theory and Practice, , vol. 36(5), pages 941-965, September.
    8. Holbrook, Morris B, 1999. "Popular Appeal versus Expert Judgments of Motion Pictures," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 26(2), pages 144-155, September.
    9. Vanhouche, Wouter & Alba, Joseph W., 2009. "Generalizing from negative experiences," International Journal of Research in Marketing, Elsevier, vol. 26(3), pages 238-244.
    10. Rik Pieters, 2017. "Meaningful Mediation Analysis: Plausible Causal Inference and Informative Communication," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 44(3), pages 692-716.
    11. Gino Cattani & Simone Ferriani, 2008. "A Core/Periphery Perspective on Individual Creative Performance: Social Networks and Cinematic Achievements in the Hollywood Film Industry," Organization Science, INFORMS, vol. 19(6), pages 824-844, December.
    12. Jeremy C. Short & David J. Ketchen Jr. & Aaron F. McKenny & Thomas H. Allison & R. Duane Ireland, 2017. "Research on Crowdfunding: Reviewing the (Very Recent) past and Celebrating the Present," Entrepreneurship Theory and Practice, , vol. 41(2), pages 149-160, March.
    13. Ryan W. Buell & Tami Kim & Chia-Jung Tsay, 2017. "Creating Reciprocal Value Through Operational Transparency," Management Science, INFORMS, vol. 63(6), pages 1673-1695, June.
    14. Dessart, Laurence, 2018. "Do ads that tell a story always perform better? The role of character identification and character type in storytelling ads," International Journal of Research in Marketing, Elsevier, vol. 35(2), pages 289-304.
    15. David Clingingsmith & Scott Shane, 2018. "Training Aspiring Entrepreneurs to Pitch Experienced Investors: Evidence from a Field Experiment in the United States," Management Science, INFORMS, vol. 64(11), pages 5164-5179, November.
    16. Gregan-Paxton, Jennifer & John, Deborah Roedder, 1997. "Consumer Learning by Analogy: A Model of Internal Knowledge Transfer," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 24(3), pages 266-284, December.
    17. Francesca Valsesia & Joseph C. Nunes & Andrea Ordanini, 2016. "What Wins Awards Is Not Always What I Buy: How Creative Control Affects Authenticity and Thus Recognition (But Not Liking)," Journal of Consumer Research, Oxford University Press, vol. 42(6), pages 897-914.
    18. Brown, Terrence E. & Boon, Edward & Pitt, Leyland F., 2017. "Seeking funding in order to sell: Crowdfunding as a marketing tool," Business Horizons, Elsevier, vol. 60(2), pages 189-195.
    19. Sirgy, M Joseph, 1982. "Self-Concept in Consumer Behavior: A Critical Review," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(3), pages 287-300, December.
    20. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. "The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 9(2), pages 132-140, September.
    21. Ryan W. Buell & Michael I. Norton, 2011. "The Labor Illusion: How Operational Transparency Increases Perceived Value," Management Science, INFORMS, vol. 57(9), pages 1564-1579, February.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Gwarlann Kerviler & Nico Heuvinck & Elodie Gentina, 2022. "“Make an Effort and Show Me the Love!” Effects of Indexical and Iconic Authenticity on Perceived Brand Ethicality," Journal of Business Ethics, Springer, vol. 179(1), pages 89-110, August.
    2. Sara Caprioli & Christoph Fuchs & Bram Van den Bergh, 2023. "On Breaking Functional Fixedness: How the Aha! Moment Enhances Perceived Product Creativity and Product Appeal," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 50(1), pages 48-69.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Allison, Thomas H. & Davis, Blakley C. & Webb, Justin W. & Short, Jeremy C., 2017. "Persuasion in crowdfunding: An elaboration likelihood model of crowdfunding performance," Journal of Business Venturing, Elsevier, vol. 32(6), pages 707-725.
    2. Roggeveen, Anne L. & Grewal, Dhruv & Karsberg, John & Noble, Stephanie M. & Nordfält, Jens & Patrick, Vanessa M. & Schweiger, Elisa & Soysal, Gonca & Dillard, Annemarie & Cooper, Nora & Olson, Richard, 2021. "Forging meaningful consumer-brand relationships through creative merchandise offerings and innovative merchandising strategies," Journal of Retailing, Elsevier, vol. 97(1), pages 81-98.
    3. Oo, Pyayt P. & Jiang, Lin & Sahaym, Arvin & Parhankangas, Annaleena & Chan, Richard, 2023. "Actions in words: How entrepreneurs use diversified and changing speech acts to achieve funding success," Journal of Business Venturing, Elsevier, vol. 38(2).
    4. Artigas, Enrique Marinao & Moraga, Eduardo Torres & Yrigoyen, Coro Chasco, 2014. "Satisfação: determinante da familiaridade do destino turístico," RAE - Revista de Administração de Empresas, FGV-EAESP Escola de Administração de Empresas de São Paulo (Brazil), vol. 54(4), July.
    5. Han Jiang & Zhiyi Wang & Lusi Yang & Jia Shen & Jungpil Hahn, 2021. "How Rewarding Are Your Rewards? A Value-Based View of Crowdfunding Rewards and Crowdfunding Performance," Entrepreneurship Theory and Practice, , vol. 45(3), pages 562-599, May.
    6. Christophe Bezes & Maria Mercanti-Guérin, 2017. "Similarity in marketing: Scope, measurement, and fields of application [La similarité en marketing : périmètre, mesure et champs d'application]," Post-Print hal-02086666, HAL.
    7. Clingingsmith, David & Shane, Scott, 2017. "Training Aspiring Entrepreneurs to Pitch Experienced Investors: Evidence from a Field Experiment in the United States," SocArXiv yzpvf, Center for Open Science.
    8. David Clingingsmith & Scott Shane, 2018. "Training Aspiring Entrepreneurs to Pitch Experienced Investors: Evidence from a Field Experiment in the United States," Management Science, INFORMS, vol. 64(11), pages 5164-5179, November.
    9. Simon, Mark & Stanton, Steven J. & Townsend, Janell D. & Kim, John, 2019. "A multi-method study of social ties and crowdfunding success: Opening the black box to get the cash inside," Journal of Business Research, Elsevier, vol. 104(C), pages 206-214.
    10. Swati Gupta & Sahil Raj & Sanjay Gupta & Ajay Sharma, 2023. "Prioritising crowdfunding benefits: a fuzzy-AHP approach," Quality & Quantity: International Journal of Methodology, Springer, vol. 57(1), pages 379-403, February.
    11. Vasilis Theoharakis & Seraphim Voliotis & Jeffrey M. Pollack, 2021. "Going Down the Slippery Slope of Legitimacy Lies in Early-Stage Ventures: The Role of Moral Disengagement," Journal of Business Ethics, Springer, vol. 172(4), pages 673-690, September.
    12. Xin Xu & Viswanath Venkatesh & Kar Yan Tam & Se-Joon Hong, 2010. "Model of Migration and Use of Platforms: Role of Hierarchy, Current Generation, and Complementarities in Consumer Settings," Management Science, INFORMS, vol. 56(8), pages 1304-1323, August.
    13. Giraud, Georges & Lebecque, Annick & Amblard, Corinne & Bord, Cecile & Sulmont-Rosse, Claire & Lefur, Yves, 2008. "Does Knowledge-Based Economy Speaks to Consumers? A French Case Study with Respect to Food Products," 110th Seminar, February 18-22, 2008, Innsbruck-Igls, Austria 49848, European Association of Agricultural Economists.
    14. Chakravarty, Anindita & Liu, Yong & Mazumdar, Tridib, 2010. "The Differential Effects of Online Word-of-Mouth and Critics' Reviews on Pre-release Movie Evaluation," Journal of Interactive Marketing, Elsevier, vol. 24(3), pages 185-197.
    15. Lukas Maier & Christian V. Baccarella & Jörn H. Block & Timm F. Wagner & Kai-Ingo Voigt, 2023. "The Legitimization Effect of Crowdfunding Success: A Consumer Perspective," Entrepreneurship Theory and Practice, , vol. 47(4), pages 1389-1420, July.
    16. Rasha Abdel Aziz El Naggar & Noha Bendary, 2020. "Branding Services in Mature Markets: Evidence from Egypt," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 11(1), pages 1-52, March.
    17. McSweeney, Jordan J. & McSweeney, Kevin T. & Webb, Justin W. & Devers, Cynthia E., 2022. "The right touch of pitch assertiveness: Examining entrepreneurs' gender and project category fit in crowdfunding," Journal of Business Venturing, Elsevier, vol. 37(4).
    18. Leyla Jaoued-Abassi & Jean-Louis Chandon, 2007. "Celebrity endorsement in advertising: Are celebrity ads more effective than ads with unknown model or pure product ads? [Endossement par les célébrités : Les annonces avec endosseur célèbre sont-el," Post-Print hal-01128179, HAL.
    19. Heitz-Spahn, Sandrine, 2013. "Cross-channel free-riding consumer behavior in a multichannel environment: An investigation of shopping motives, sociodemographics and product categories," Journal of Retailing and Consumer Services, Elsevier, vol. 20(6), pages 570-578.
    20. Mojca Svetek, 2023. "The Role of Entrepreneurs’ Perceived Competence and Cooperativeness in Early-Stage Financing," Entrepreneurship Theory and Practice, , vol. 47(6), pages 2047-2076, November.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eee:ijrema:v:37:y:2020:i:3:p:602-620. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Catherine Liu (email available below). General contact details of provider: https://www.journals.elsevier.com/international-journal-of-research-in-marketing/ .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.