<p>Through nine experiments, this research advances knowledge about the influence of metaphors grounded in the visual sensory system on creative cognition by showing that perceiving ostensibly task-unrelated visual images that carry metaphoric meaning alters consumers’ creativity. While the results of Experiments 1a, 1b, and 2 provide convergent evidence that positive visual metaphors representing ideas like “<i>I just had a light go on</i>” increase consumers’ creative output, Experiments 3a and 3b reveals that a negative visual metaphor conveying ideas like “<i> I am burnt out</i>” decrease it. Experiments 4a and 4b show that aptness and familiarity moderate the metaphor creativity link, and Experiment 6 shows that the metaphor–creativity link is moderated by analogical reasoning skills. Experiment 5 uncovers 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 grounded visual metaphors (in addition to tangible objects or physical exercises) can not only raise but also lower creative output, (2) that the cognitive relationship to the metaphor alters the metaphor-creativity link, (3) that a unique cognitive skill alters the metaphor–creativity link, and (4) that consumers’ intentions explain that relationship. </p>
| Identifer | oai:union.ndltd.org:PROQUEST/oai:pqdtoai.proquest.com:3570883 |
| Date | 22 August 2013 |
| Creators | Marin Vidal, Flavio Alejandro |
| Publisher | Instituto Tecnologico y de Estudios Superiores de Monterrey (Mexico) |
| Source Sets | ProQuest.com |
| Language | English |
| Detected Language | English |
| Type | thesis |
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