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The creative touch: the influence of haptics on creativity.

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.

Supplementary information

The online version contains supplementary material available at 10.1007/s11002-022-09628-5.

SUBMITTER: Kim CH

PROVIDER: S-EPMC9106984 | biostudies-literature | 2022 May

REPOSITORIES: biostudies-literature

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The creative touch: the influence of haptics on creativity.

Kim Claire Heeryung CH Herd Kelly B KB Krishnan H Shanker HS

Marketing letters 20220514 1

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 ...[more]

PMID: 35600670

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Project description:Research is still disputing if an individual's use of humor in everyday life is also indicative of his or her creative potential. To date, the focus has been mainly restricted to shared cognitive factors, while motivational aspects that may link the production of humor and of creative ideas have been largely neglected. Humor motivation implicates latent social goals the creator pursues through the use of humor. These goals can be benign or more malicious and manifest in an individual's typical display of comic styles. While often overlooked, creativity often serves social functions as well, especially in common everyday situations. Similar to humor, creativity is typically regarded as beneficial for individuals and society. Yet, creative ideas may also originate from less prosocial goals. This is reflected in the concept of malevolent creativity, where novel ideas are generated to deliberately harm others. The present study investigated individuals' typical display of humor, differentiated in eight distinct comic styles in relation to their productivity in a behavioral test for malevolent creativity and general creative potential (n = 106). Individuals with higher scores on comic styles that are affiliated with malicious interpersonal goals - such as hurting or upsetting others or demonstrating superiority over others - were more fluent in producing malevolent creative ideas in the malevolent creativity test. This finding shows that individual differences in humor motivation relate to the capacity of coming up with relevant creative ideas also outside the domain of humor. The pattern of relationships between humor motivation and general creative potential differed from that of malicious creativity and implied the comic style "wit" only, primarily adding to the notion of shared cognitive processes in the production of humor and creative ideas. The study offers a novel perspective for how the inclusion of motivational factors that are inherent to conceptualizations of humor may also benefit creativity research.

Dataset Information

The creative touch: the influence of haptics on creativity.

Supplementary information

Publications

The creative touch: the influence of haptics on creativity.

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