Darren W. Dahl and C. Page Moreau
Executive Summary
Since paint-by-number kits surged in popularity in the 1950s, consumers have sought products designed to assist them in being creative. "Self-expression for the time deprived," as a recent article in Forbes (Rossant 1996) deemed the phenomenon, has created demand for products offered by firms ranging from specialty crafts (e.g., Martha Stewart) to home improvement (e.g., Lowes). Between 2000 and 2002, Americans spent approximately $29 billion on hobbies and crafts alone, making this sector one of the fastest-growing areas of the economy (Craft and Hobby Association 2003). Among the many products offering constrained creative experiences are kits (e.g., model trains, needlepoint, paint-by-number), how-to guides (e.g., cookbooks, home repair, landscaping), and inspirational sources (e.g., home improvement programs, cooking shows, paint-your-own pottery stores). These products are viewed as offering "constrained" creative opportunities because the products themselves explicitly constrain elements of the process (e.g., through a set of instructions) and/or of the outcome (e.g., with a visual representation of the end product). The recent sales growth in these categories suggests that consumers value these types of constraints, and a central objective of this research is to understand why.
Specifically, this research uses a combination of qualitative and experimental approaches to understand why consumers participate in creative activities and the conditions under which they enjoy these experiences. The qualitative study provides a broad understanding of the motivations underlying creative pursuits across a wide domain of activities. Respondents consistently noted a motivation for personal accomplishment, which was achieved by satisfying the needs of both autonomy and competence. Other motivations included the desires for learning, engagement and relaxation, self-identity, public accomplishment, and community. Importantly, this study also provides insight into the influence of external constraints (e.g., target outcomes, instructions) on consumers' creative experiences. Indeed, the pros and cons of these creative products (e.g., kits, models, patterns, recipes) highlight the tension between consumers' desire for instructional guidance and their need for individualism. Hobbyists value the feeling of competence that creative products provide, and they create their own strategies to overcome the constraints that such products impose on both the creative process and the outcome.
The subsequent two studies offer the first experimental evidence documenting the conditions under which consumers enjoy creative activities. Using the central themes of competence and autonomy identified in the initial interviews, the second study explicitly tests the roles of constraints in the creative experience. Notably, this study shows that participants who received a set of instructions without a target outcome had both sufficient guidance to complete the task successfully (competence) and the freedom to create an individualized design (autonomy). This combination resulted in higher levels of task enjoyment, confirming the ideas forwarded in Study 1.
The final study identifies an important moderator of the creative experience: prior skill level. In this study, skilled consumers reported higher perceptions of competence when fewer constraints were active. Indeed, participants with previous baking experience enjoyed the creative task more when a target outcome was not imposed on them. These findings have implications for marketers attempting to capitalize on consumers' growing interest for creative products. Defining the correct balance of product constraints and making appropriate segmentation decisions are critical in addressing consumers' motivations that underlie their need for creative expression.
Biography
Darren W. Dahl is Fred H. Siller Professor in Applied Marketing Research and Associate Professor of Marketing in the Sauder School of Business at the University of British Columbia. He received a PhD in Marketing from the University of British Columbia and a BComm in Accounting from the University of Alberta. His research interests focus on new product design and development, creativity, consumer product adoption, the role of social influence in consumer behavior, and understanding the role of self-conscious emotions in consumption. His research has been published in Journal of Marketing Research, Journal of Marketing, Journal of Consumer Research, Management Science, and Journal of Consumer Psychology. He currently serves on the editorial review board of the Journal of Consumer Research.
C. Page Moreau is Associate Professor of Marketing in the Leeds School of Business at the University of Colorado. She received a PhD in Marketing from Columbia University, an MBA from Tulane University, and a BA in Economics from Davidson College. She conducts research in the area of new product development, creativity, and consumer learning to understand how manufacturers can improve the design and positioning of new products to meet changing market demands. She has published in Journal of Marketing Research, Journal of Consumer Research, Journal of Marketing, and Journal of Consumer Psychology. She is currently on the editorial review boards of Journal of Marketing, Journal of Consumer Research, and Journal of Product Innovation Management.
Journal of Marketing Research, Vol. XLIV, No. 3, August 2007
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