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