Consumer-based assessment of product creativity: A review and reappraisal

In the Current value-based economy, organizations compete to match Customer needs and requirements by adding various types of value to products or programs. One example of this added value is product creativity, which is defined as the originality and appropriateness of a product that elicits a positive affect compatible with the consumer or judge, In this article, the authors review current research oil creativity, product development, and consumer behavior and reappraise the Current tools to measure product creativity. The overall conclusion of this review and reappraisal is that whereas product creativity shows relevance to consumer behavior, a more detailed model of product creativity and measurement tool needs to be developed and validated before fully understanding the impact Of product creativity on consumer attitudes and purchase intentions. (c) 2006 Wiley Periodicals. Inc.