Metaphors and creativity: Direct,moderating, and mediating effects |
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| Affiliation: | 1. EGADE Business School, Department of Marketing, Tecnológico de Monterrey, Mexico;2. Eller College of Management, Department of Marketing, The University of Arizona, USA;1. Department of Strategic Management, Marketing & Tourism, University of Innsbruck, Innsbruck, Tyrol 6020, Austria;2. Department of Marketing, Bocconi University, Milan 20100, Italy;1. School of Business, Renmin University of China, No. 59 Zhongguancun Street, Beijing, China;2. Faculty of Business and Economics, University of Hong Kong, Pokfulam Road, Hong Kong;3. Guanghua School of Management, Peking University, No.5 Yiheyuan Road, Beijing, China;1. Colorado State University, College of Business, 1278 Campus Delivery, Fort Collins, CO 80523-1278, USA;2. Western University, Richard Ivey School of Business, 1151 Richmond Street N, London, ON N6A 3K7, Canada;1. The Faculty of Industrial Engineering and Management, Technion – Israel Institute of Technology, Haifa 32000, Israel;2. Recanati School of Business, Tel-Aviv University, Ramat Aviv 69978, Israel;3. Kellogg School of Management, Northwestern University, 2001 Sheridan Road, Evanston, IL 60208, USA;1. Marriott School of Management, Brigham Young University, Provo, UT 84602, USA;2. Carlson School of Management, University of Minnesota, Minneapolis, MN 55455, USA;1. The Hebrew University of Jerusalem, Israel;2. Columbia University, United States;3. Interdisciplinary Center, Herzliya, Israel and visiting professor at Columbia University, United States |
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| Abstract: | Through five experiments, this research advances knowledge about the influence of metaphors on creative cognition by showing that perceiving images that carry metaphoric meaning can alter consumers' creativity. While the results of Experiment 1 reveal that positive metaphors representing ideas like “Thinking outside the box” increase creative output, Experiment 2 uncovers that a negative metaphor conveying “I am burnt out” decreases it. Experiment 3 shows that the metaphor–creativity link is moderated by analogical reasoning skills, and Experiments 4a and 4b reveal the mediating role of creative intent. In addition to implying that marketers can use metaphors to enhance consumers' creative feedback in areas like new product development, this research also makes important theoretical contributions by showing (1) that metaphors that are visually conveyed (in addition to tangible objects or physical exercises) can not only raise but also lower creative output, (2) that a unique cognitive skill alters the metaphor–creativity link, and (3) that consumers' creative intent contributes to that relationship. |
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