Toward a Psychology of Consumer Creativity

Abstract

Understanding creativity has been one of the most vexing challenges facing psychologists over the past 50 years. Michelangelo’s sculpture of David, Einstein’s eory of Relativity, and Mozart’s piano concertos inspire awe as to their creativity. But more mundanely, creativity is also evident in the toil of an individual working to customize their pickup truck, or the clever way a mother uses hair spray to remove an ink stain. ese examples are so disparate, what connects them? What de nes something as creative? Creativity is di cult to make sense of, but essential to human functioning.

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