On Breaking Functional Fixedness

Autor(en)
Sara Caprioli, Christoph Fuchs, Bram van den Bergh
Abstrakt

How do consumers react to products assembled from existing components? Nine studies in both the lab and the field demonstrate that consumers evaluate products as more creative and more appealing when they consist of components that originally served entirely different functions. When consumers realize that the intended functionality of a component is not fixed, but versatile, they experience an aha! moment, which in turn enhances perceived product creativity and product appeal. This research bridges engineering and consumer research providing theoretical contributions to the product design and creativity literature. The findings of this research have substantive implications for designing sustainable products, especially for product upcycling, the process of transforming old or used components into new products.

Organisation(en)
Institut für Marketing und International Business
Externe Organisation(en)
Technische Universität München, Erasmus University Rotterdam
Journal
Journal of Consumer Research
Band
50
Seiten
48-69
Anzahl der Seiten
22
ISSN
0093-5301
DOI
https://doi.org/10.1093/jcr/ucad010
Publikationsdatum
2023
Peer-reviewed
Ja
ÖFOS 2012
502019 Marketing
Schlagwörter
ASJC Scopus Sachgebiete
Anthropology, Economics and Econometrics, Arts and Humanities (miscellaneous), Marketing, Business and International Management
Link zum Portal
https://ucris.univie.ac.at/portal/de/publications/on-breaking-functional-fixedness(fd120d69-7e5f-42ef-9b4d-d9979a3316e0).html