The creative touch: the influence of haptics on creativity

Claire Heeryung Kim (), Kelly B. Herd and H. Shanker Krishnan
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Claire Heeryung Kim: Roosevelt University
Kelly B. Herd: Roosevelt University
H. Shanker Krishnan: Roosevelt University

Marketing Letters, 2023, vol. 34, issue 1, No 8, 113-124

Abstract: Abstract An increasing number of firms rely on consumers to develop new ideas for the marketplace. While many firms rely on online crowdsourcing communities, some have created facilities that encourage in-person ideation through which consumers can interact with product design materials. This research proposes that active touch engenders a positive effect on new product creativity and highlights the importance of touch during idea generation. We further suggest that interacting with an object via active touch increases positive mood, which enhances creative performance. Results from two studies provide support for these hypotheses. Study 1 demonstrates the positive effect of active touch on new product creativity. Study 2 replicates this effect in a different product development context and provides evidence that a positive mood mediates the active touch-creativity relationship.

Keywords: Active touch; New product creativity; Mood; Innovation (search for similar items in EconPapers)
Date: 2023
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DOI: 10.1007/s11002-022-09628-5

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