Metaphors and creativity: Direct, moderating, and mediating effects

Abstract

Through five experiments, this research advances knowledge about the influence of metaphors on creative cognition by showing that perceiving images that carry metaphoric meaning can alter consumers' creativity. While the results of Experiment 1 reveal that positive metaphors representing ideas like “Thinking outside the box” increase creative output, Experiment 2 uncovers that a negative metaphor conveying “I am burnt out” decreases it. Experiment 3 shows that the metaphor–creativity link is moderated by analogical reasoning skills, and Experiments 4a and 4b reveal the mediating role of creative intent. In addition to implying that marketers can use metaphors to enhance consumers' creative feedback in areas like new product development, this research also makes important theoretical contributions by showing (1) that metaphors that are visually conveyed (in addition to tangible objects or physical exercises) can not only raise but also lower creative output, (2) that a unique cognitive skill alters the metaphor–creativity link, and (3) that consumers' creative intent contributes to that relationship.

Sensory marketing, embodiment, and grounded cognition: A review and introduction

“…In the final contribution to this special issue, Marin, Reimann, and Castaño (in this issue) show how exposure to images that carry metaphoric meaning can enhance or impair perceivers' creativity. Going beyond the demonstration of novel metaphor effects, they also find that the influence of visual metaphors on creative performance is moderated by perceivers' analogical reasoning skills and requires creative intent.…”

Criatividade no Processo de Desenvolvimento de Produto: uma Revisão Sistêmica

“…A tabela 2 apresenta os principais resultados encontradosbarreiras, causas, efeitos e nível de atuação da criatividade. 2014Apoio organizacional G Estratégia Organizacional Catmull (2008) Trabalho em equipe G Kazanjian et al (2008) Interdependência entre as equipes G Nijhof et al (2002) Isentar geradores de ideia de atividades comuns I Bidault et al (2009) Relacionamento de confiança com parcerias O Kwon et al (2015); Tu (2009) Afetividade da equipe G Faullant et al (2012) Inclusão de usuários parceiros G Elliot e Nakata 2013Cultura organizacional O Suh e Badrinarayanan 2014Parcerias estrangeiras G Métodos e ferramentas de apoio Hsiao e Chou (2004) Método de Associação I Miron-Spektor et al 2011Quadros paradoxais I Dell'Era et al 2011Language Brokering Process G van Vliet et al 2012Aplicação de Cenários G Marin et al (2014) Uso de metáforas I Blauth et al 2014Tomada de decisão estruturada I Miron-Spektor e Beenen 2015Metas Foram encontradas evidências de barreiras ao desempenho da atuação da criatividade basicamente sob 8 aspectos: relacionadas ao papel da liderança, gestão do conhecimento; forma de comunicação; fatores motivacionais, estratégia organizacional, método e ferramentas de apoio, e restrições de projeto.…”

New Product Development from Inactive Problem Perspective in Indonesian SMEs to Open Innovation

“…In well-developed countries, SMEs are sources of innovations in production and technology, the development of creative and innovative businesses, new job opportunities, and flexibility in the production process to face the rapid changes of market demand [4,37,38]. Smaller-scale industries are usually more efficient than bigger ones in satisfying rapid market demand.…”

“…Some open innovation models that can be developed in developing country SMEs, especially in Indonesia, include [22,38,52]:…”

“…SMEs with active perspective problems in developing new products must involve and consider various aspects and elements of collaboration with governments, academia, competitors, and suppliers; they must also consider the characteristics of an open industry that is strongly influenced by the structure of market demand, the nature of purchases, and the types of decision and decision making processes [22,28,50]. An open industry structure has side market demands and characteristics including [38,50]: (1) The open industrial market has fewer buyers but is of greater value; (2) industrial market customers are more geographically concentrated; (3) industrial buyer demand is derived from end-consumer demand; (4) demand in industrial markets is more inelastic or less affected by short-term price changes; and (5) demand in industrial markets is faster and more volatile.…”