Stimulating consumers’ creativity through analogical thinking: How can transfer distance and transfer content be matched?
| Autor: | Aurélie Merle, Olivier Trendel, David Gotteland |
|---|---|
| Rok vydání: | 2017 |
| Předmět: |
Marketing
Knowledge management Multimedia business.industry media_common.quotation_subject 05 social sciences Ideation computer.software_genre Creativity Transfer (computing) 0502 economics and business New product development 050211 marketing business Psychology Content (Freudian dream analysis) computer 050203 business & management media_common |
| Zdroj: | Recherche et Applications en Marketing (English Edition). 33:73-87 |
| ISSN: | 2051-5707 |
| Popis: | How can customers generate better ideas for new products or new services through analogical thinking? This creativity method comprises two steps: identifying source domains and transferring information from source domains to the target domain. The effect of transfer distance has been extensively studied, but the interaction between transfer distance and transfer content has not yet been considered. In two experiments, we show that the attractiveness of the ideas generated depends not only on the match (or mismatch) between transfer distance and transfer content but also on customers’ expertise in the target domain. |
| Databáze: | OpenAIRE |
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