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Consumer perceptions of product creativity, coolness, value and attitude

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  • Im, Subin
  • Bhat, Subodh
  • Lee, Yikuan

Abstract

Of the two dimensions of creativity, novelty and meaningfulness, the importance of novelty is mixed in empirical managerial research. This study extends creativity research to consumers. The model first proposed that perceived value mediates the relationship between creativity and product attitude. When early research revealed that product novelty does not influence perceived value and attitude directly and that consumers value novelty only if it leads to perceptions of coolness, the proposed model added coolness as a mediator. Results show that novelty influences coolness, which affects hedonic value which in turn, impacts consumers' attitude whereas meaningfulness influences attitude by affecting utilitarian value. Thus, for customers to appreciate a new product, it must either be meaningful or if novel, it must also be cool.

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  • Im, Subin & Bhat, Subodh & Lee, Yikuan, 2015. "Consumer perceptions of product creativity, coolness, value and attitude," Journal of Business Research, Elsevier, vol. 68(1), pages 166-172.
    • Handle: RePEc:eee:jbrese:v:68:y:2015:i:1:p:166-172
    DOI: 10.1016/j.jbusres.2014.03.014
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    Cited by:

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    4. Menglong Xia & Yang Zhang & Rui Gu, 2023. "Creative Tea Beverages as a New Tourism Attraction? Exploring Determinants of Tourists’ Repurchase Intention Using Dual Process Theory," Sustainability, MDPI, vol. 15(13), pages 1-19, July.
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    6. Nathalie Peña-García & Mauricio Losada-Otálora & Jorge Juliao-Rossi & Augusto Rodríguez-Orejuela, 2021. "Co-Creation of Value and Customer Experience: An Application in Online Banking," Sustainability, MDPI, vol. 13(18), pages 1-14, September.
    7. Deng, Cheng & Yang, Jianjun & Su, Zhongfeng & Zhang, Shuman, 2021. "The double-edged sword impact of effectuation on new product creativity: The moderating role of competitive intensity and firm size," Journal of Business Research, Elsevier, vol. 137(C), pages 1-12.
    8. Hu, Bo & Liu, Yu-li & Yan, Wenjia, 2021. "Should I scan my face? The influence of perceived value and trust on Chinese users' intention to use facial recognition payment," 23rd ITS Biennial Conference, Online Conference / Gothenburg 2021. Digital societies and industrial transformations: Policies, markets, and technologies in a post-Covid world 238028, International Telecommunications Society (ITS).
    9. Terblanche, Nic S., 2018. "Revisiting the supermarket in-store customer shopping experience," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 48-59.
    10. Namho Chung & Inessa Tyan & Seung Jae Lee, 2019. "Eco-Innovative Museums and Visitors’ Perceptions of Corporate Social Responsibility," Sustainability, MDPI, vol. 11(20), pages 1-16, October.
    11. Adıgüzel, Feray & Donato, Carmela, 2021. "Proud to be sustainable: Upcycled versus recycled luxury products," Journal of Business Research, Elsevier, vol. 130(C), pages 137-146.
    12. Suzuki, Satoko & Kanno, Saori, 2022. "The role of brand coolness in the masstige co-branding of luxury and mass brands," Journal of Business Research, Elsevier, vol. 149(C), pages 240-249.
    13. Ehsan Batyar & Hasan Esmailpour, 2017. "The Effects of Innovation in Product on Hedonic Perceived Value and Consumer Purchase Behavior," Business and Management Horizons, Macrothink Institute, vol. 5(2), pages 1-12, December.
    14. Lin, Hsin-Chen & Bruning, Patrick F. & Swarna, Hepsi, 2018. "Using online opinion leaders to promote the hedonic and utilitarian value of products and services," Business Horizons, Elsevier, vol. 61(3), pages 431-442.
    15. Kim, Jina & Park, Eunil, 2019. "Beyond coolness: Predicting the technology adoption of interactive wearable devices," Journal of Retailing and Consumer Services, Elsevier, vol. 49(C), pages 114-119.

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