创造力：情境影响因素综述及研究展望

营销科学学报 ›› 2015, Vol. 11 ›› Issue (2): 51-68.

创造力：情境影响因素综述及研究展望

陈辉辉，郑毓煌

陈辉辉，清华大学经济管理学院博士研究生，E-mail: chenhh.12@sem.tsinghua.edu.cn。
郑毓煌，通讯作者，清华大学经济管理学院副教授，博士生导师, Email: zhengyh@sem.tsinghua.edu.cn。

出版日期:2015-06-01 发布日期:2015-08-28
基金资助:
本文获得国家自然科学基金（71472107，71272027）及国家留学基金委的资助，特此致谢！另外，衷心感谢匿名评审专家持续多轮的宝贵建议！

Creativity: A review of influencing situational factors and directions of future research in consumer behavior domain

Huihui Chen, Yuhuang Zheng

School of Economics and Management, Tsinghua University

Online:2015-06-01 Published:2015-08-28

摘要/Abstract

摘要：

创造力在教育、政治、经济、社会等领域都有重大影响，可是国内学术界对创造力的研究却相对缺乏。创造力在很长一段时间内被认为只是一种人格特质，而过去几十年社会心理学领域的大量研究表明，众多情境因素能够对创造力产生影响。本文立足于情境因素对创造力影响的研究，首先介绍了创造力的定义和测量，接着介绍创造力的认知、动机双路径，然后详细总结了影响创造力的各种情境因素，包括情绪、启动、他人在场与否、社会排斥、社会模仿、不诚实行为和各种物理环境，以及各因素影响创造力的机制和路径。最后，本文介绍了与创造力相关的四种消费行为（创造性消费、创新寻求行为、创新产品接受、消费者独特性需求）及相关研究，并且对消费者行为领域未来的创造力研究提出了一些研究机会和可能假设，期待中国的营销学术界能进行更多的消费者行为领域的创造力研究。

关键词: 创造力, 情境因素, 消费者行为

Abstract:

Creativity has a huge impact in multiple fields such as education, politics, economics and sociology. But relatively lack of related researches is the fact in China. For a long time, creativity has been viewed as a kind of personal trait. However, abundant researches in passed decades draw a conclusion that creativity could be influenced by situational factors. Focusing on the effect of situational factors on individual creativity, this paper introduced the definitions and measurements of creativity firstly. In addition, the dual process of creativity was claimed. Then, it summarized contextual factors that affect creativity such as emotion, priming, group administration, social exclusion, social observational modeling, dishonest behavior and physical environment, the underlying process was also discussed. Finally, this paper introduced four kinds of consumer behaviors that are highly correlated with creativity (creative consumption, novelty seeking, novel product acceptance and consumer uniqueness seeking) and related research in each topic area. At last, the future research directions were discussed.

Key words: Creativity, Situational factors, Consumer behavior

陈辉辉，郑毓煌. 创造力：情境影响因素综述及研究展望[J]. 营销科学学报, 2015, 11(2): 51-68.

Huihui Chen, Yuhuang Zheng. Creativity: A review of influencing situational factors and directions of future research in consumer behavior domain[J]. Journal of Marketing Science, 2015, 11(2): 51-68.

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