Toward a contingency view of new product creativity: Assessing the interactive effects of consumers

Although creativity is widely recognized as a critical element for firms to develop new products, knowledge about how consumers evaluate product creativity remains far from definitive. The authors analyze how the relevance of novelty and appropriateness-two main elements of creativity-varies according to the characteristics of the consumer. A sample of 283 consumers indicates a negative interaction effect between novelty and appropriateness, suggesting that creativity depends on either, according to contingencies. Novelty is more relevant when consumers are highly involved or have little knowledge of the product. Appropriateness is more relevant when consumers are minimally involved or have significant knowledge. Theoretical and managerial implications are provided.