样例展示能提高消费者创意新颖性吗？样例独特性与设计者来源的影响

营销科学学报 ›› 2014, Vol. 10 ›› Issue (1): 81-96.

样例展示能提高消费者创意新颖性吗？样例独特性与设计者来源的影响

崔楠，徐岚，王长征，周南

崔楠，武汉大学经济与管理学院副教授，E-mail：nancui@whu.edu.cn.
徐岚，通讯作者，武汉大学经济与管理学院教授，E-mail：lanxu@whu.edu.cn.
王长征，武汉大学经济与管理学院教授，E-mail：pattra2003@hotmail.com.
周南，香港城市大学市场营销学系教授，武汉大学长江学者讲座教授，E-mail：mkzhou@cityu.edu.hk.

出版日期:2014-03-01 发布日期:2014-07-17
基金资助:
本研究得到国家自然科学基金项目（70902054，71172208，71272225）的资助，特此感谢。非常感谢两位匿名评审专家所提的宝贵修改意见和建议。

Can Examples Enhance Novelty of Consumers’ Creative Ideas? The Effects of Example Uniqueness and Designer Source

Cui Nan, Xu Lan, Wang Changzheng, Zhou Nan

Cui Nan,Economics and Management School, Wuhan University.
Xu Lan, Economics and Management School, Wuhan University.
Wang Changzheng, Economics and Management School, Wuhan University.
Zhou Nan, Economics and Management School, Wuhan University;Department of Marketing, City University of Hong Kong.

Online:2014-03-01 Published:2014-07-17

摘要/Abstract

摘要：

在消费者参与企业的创造性活动中，样例展示能否提高消费者创意的新颖性？本研究通过区分样例类型（独特样例vs.普通样例）和样例设计者来源（专家vs.普通消费者），采用两个实验，考察了这两种因素对消费者创意新颖性的影响。结果表明，与普通样例相比，独特样例展示促进了消费者创意的新颖性；样例独特性对消费者创意新颖性的影响会随着设计者来源的不同而变化；消费者在创造性活动中产生的远距离类比数量解释了样例独特性与设计者来源对消费者创意新颖性的影响。研究结论为管理消费者参与企业创造性活动提供了管理启示。

关键词: 消费者创意, 新颖性, 类比思维, 样例独特性, 设计者来源

Abstract:

Can examples enhance the novelty of consumers’ ideas when consumers participate in firms’ creative activities? This article investigates how example uniqueness (unique or not) and designer source (expert or common consumer) affect the novelty of consumers’ creative ideas using two experimental studies. The results show that participants who exposed to a unique example exhibited a higher level of novelty of their new product ideas than those who exposed to a common example; The effects of example uniqueness on the novelty of consumers’ ideas varied with designer source of the examples; the number of far analogies generated by the consumers explained the effects of example uniqueness and designer source on the novelty of consumers’ ideas. The findings provide managerial implications for companies who intend to harness consumers’ creativity.

Key words: consumers&rsquo, creative ideas, novelty, analogical thinking, example uniqueness, designer source

崔楠，徐岚，王长征，周南. 样例展示能提高消费者创意新颖性吗？样例独特性与设计者来源的影响[J]. 营销科学学报, 2014, 10(1): 81-96.

Cui Nan, Xu Lan, Wang Changzheng, Zhou Nan. Can Examples Enhance Novelty of Consumers’ Creative Ideas? The Effects of Example Uniqueness and Designer Source[J]. Journal of Marketing Science, 2014, 10(1): 81-96.