Psychological Factors Affecting Creativity in Consumer

The topic of creativity remains an open field in consumer psychology. A creative consumer is an "individual or group that adapts, modifies, or transforms a proprietary product." Whereas traditional consumers use and consume products and services, creative consumers use and modify them in some way. Some companies rely on identifying and harnessing the innovative potential of innovative consumers.

However, many businesses may feel threatened or annoyed by the actions of innovative consumers. Businesses can take on four common positions for creative consumers. These positions determine whether the company's actions toward these creative consumers are positive or passive and whether the company's attitude toward creative consumers is positive or negative.

Perspectives in Consumer Creativity

In general, the goals and objectives of creative marketing are the same as those of traditional forms of marketing. Strategies and approaches can be very different. Using creativity in marketing can give your audience experiences that inspire, engage, surprise, or integrate them. Innovative marketing strategies can improve your brand's establishment and understanding. This can help your marketing team align its marketing strategies with the company's overall business goals.

The four positions are −

  • Resist position (positive/negative) − Limit consumer creativity

  • Discourage position (passive/negative) − Accept or ignore

  • Encouragement position (passive/active) − Not actively creating favorable conditions for creativity

  • Enable Posture (Active/Positive) − Actively creating favorable conditions for consumers' consumer creativity.

Elements of Creativity in Consumers

  • Creativity is the key to differentiating your brand, product, or service from your competitors. Original content is more likely to capture the attention of potential customers. New creative ideas and fresh content based on your target audience's needs, wants, and motivations stand out and give you a competitive edge. It is also more likely to be remembered by people who see/read/interact with it. This means that customers will remember their brands and marketing messages longer, which is especially important when making a thought-out (rather than spontaneous) purchase.

  • Emotions play an essential role in persuading customers to make purchasing decisions and establishing a connection with a company and its brand when it comes to content marketing that creatively touches customers' emotions.

  • An excellent creative investment ensures that you make the most of your "ad" space and engage your target audience in a way that helps them decide to buy from you.

  • The medium used for any marketing activity gives you "statistical" reach. The content used there gives you an "emotional" reach. Building an emotional connection with your audience in a way that stands out from the competition, and harnesses their needs, wants, and motivations pay off. Relevant and engaging content helps you win the hearts and minds of your customers and put you at the top of their shopping list.

Motivational Factors

While ability elements contribute to the mechanism of creativity, they are insufficient to ensure a creative output. The individual's personality is equally significant, especially in terms of motivation. Risk-taking and intrinsic motivation are two motivational dimensions that are crucial to creativity.

Risk Taking

Risk-taking and the closely connected themes of novelty seeking and tolerance for ambiguity are essential components of creativity. Individuals must be willing to move outside their comfort zone and undertake efforts with unclear and perhaps erroneous outcomes to be innovative. Furthermore, because the creative process typically entails a time of conceptual abyss, an individual must be able to tolerate ambiguity in order to complete the process. In reality, the individual must not only be able to endure danger and uncertainty, but they must also like it.

Creative people forge their paths, and research demonstrates that this is true in many areas, including consumer behavior. Consumer innovators, in particular, want to go their way, show contempt for the rule of government, and defy convention. They also discovered that consumer innovators were eager to provide several solutions to an issue, even if they were impractical. Given the scattered associative networks linked with creative thought, particular inefficiency, and ambiguity is an essential element of the creative process.

Intrinsic Motivation

Early viewpoints on creativity used a psychodynamic approach that argued that innovation originated from the underlying friction between unconscious wants and conscious restrictions, a relatively pessimistic understanding of motivation. Nonetheless, the incontrovertible fact that people frequently pursue and continue in creative undertakings because of mere delight calls this stance into question. The idea of intrinsic motivation captures this facet of creativity. The function of intrinsic motivation in creativity has been studied in youngsters. Play is essential for early infant development, and studies unambiguously demonstrate its importance in the creative process. Children may engage in extended periods of creative play because it is necessary for growth; this ability continues into adulthood.

Consumer Creativity and Affect

According to a factual finding in the creativity literature, positive emotions promote creative thinking. According to research, those in a good mood do better on various creative tests, such as Dunker's candle issue and Mednick's remote associate's exam. Positive relationships, it is claimed, are more fluid, diversified, comprehensive, and interrelated than neutral or negative associations. Moreover, happy emotions tend to lead people to over-inclusion and weak conceptual boundaries. In a nutshell, they broaden the associative network.

Interestingly, claim that pleasant moods may boost creativity in metaphorical thinking processing. They observe that various emotions are unique and are linked to specific prior events (e.g., emotions tied to a wedding or vacation). Metaphors link these emotional "endoscopes" too episodic memory and other cognitive system endoscopes. The process begins when an aspect in the surroundings resembles a previous experience, figuratively transferring the individual to a previous time and location.

In other words, because emotions can only be comprehended figuratively, metaphors are created to connect these occurrences. Because of this expanding emotional engagement, two temporally remote events appear connected, creating ripe circumstances for creativity. As a result, metaphors connect not just remote cognitive notions but also emotional ones. Lubart and Getz used students to explain the feelings associated with an elevator to support their argument. Elevators were "cold" to one student, who compared them to caged animals in a zoo. Because of this symbolic link, elevators were suggested to be outfitted with softer furnishings and displays to make them look less cage-like.

Engaging Consumer Creativity

Consumers are attracted to several products. Various aspects have been studied to understand which product features appeal to consumers' creativity. Taylor proposes the following characteristics of an innovative product −

  • Generation − the ability of a product to stimulate the generation of new ideas

  • Refor − the degree and form of change with recommended products.

  • Uniqueness − rarity and low frequency of the Product.

  • Relevancy − how to solve a problem or meet a need.

  • Hedonism − popularity and impact of the product.

  • Complexity − how it is used to represent or process information.

  • Condensed − how ideas are integrated and simplified into products.

Mackinnon gives the following five qualities to define an innovative product −

  • Originality, a proposal that did not exist before,

  • Adaptability or problem-solving ability,

  • Quality aesthetics such as luxury,

  • Transcendence or transformability

  • Product implementation or development and perfection, product evaluation and presentation.

Treffinger recognized the following characteristics.

  • Novelty − Including originality and unexpected size. It refers to the number and scope of new processes, techniques, or concepts and a novelty within and outside the field.

  • Resolution − It includes logic, usefulness, value, and understanding. It is the way to solve a problem or satisfy a need

  • Estilo − Shaped to size; organic, elaborate, and luxurious qualities, it refers to the aesthetic attributes of a product that make it attractive to the public and provoke an emotional response.


The term "creative consumer" refers to individual consumers who can modify products to suit and solve problems in the process of consumption. Innovation plays a key role in changing behavior, buying habits, and improving the living standards of customers. In this era of fierce competition, innovation is the only labor through which business enterprises not only wage the battle for survival but also gain a competitive advantage.

Updated on: 30-Mar-2023


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