Onarheim, Balder

Valgeirsdóttir, Dagný

Can people recognize and appreciate design creativity in products? It has previously been shown that creativity influences willingness to purchase products. Those results served as the inspiration for this study, however, it was of interest to investigate whether using adifferent research approach would yield similar results. Thus the Consensual AssessmentTechnique (CAT) (Amabile, 1982) was adopted. Participants were asked to assess creativity level, technical advancement and aesthetic appeal, as required when applying CAT, adding purchasability to investigate appreciation of creativity, which is outside the usual CAT frame. Despite the expansion of CAT a high interrater agreement existed for each attribute indicating that CAT was reliable. This study could, however, not reproduce the previous findings of a relationship between creativity and purchasability of design products. Aesthetic appeal was the only attribute shown to predict purchasability, a relevant finding for designersand managers alike

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Beyond Creativity Assessment: Comparing Methods and Identifying Consequences ofRecognized Creativity - DTU Orbit (08/11/2017) Beyond Creativity Assessment: Comparing Methods and Identifying Consequences of Recognized CreativityCan people recognize and appreciate design creativity in products? It has previously been shown that creativity influenceswillingness to purchase products. Those results served as the inspiration for this study, however, it was of interest toinvestigate whether using adifferent research approach would yield similar results. Thus the ConsensualAssessmentTechnique (CAT) (Amabile, 1982) was adopted. Participants were asked to assess creativity level, technicaladvancement and aesthetic appeal, as required when applying CAT, adding purchasability to investigate appreciation ofcreativity, which is outside the usual CAT frame. Despite the expansion of CAT a high interrater agreement existed foreach attribute indicating that CAT was reliable. This study could, however, not reproduce the previous findings of arelationship between creativity and purchasability of design products. Aesthetic appeal was the only attribute shown topredict purchasability, a relevant finding for designersand managers alike. General informationState: PublishedOrganisations: Department of Management Engineering, Technology and Innovation Management, Copenhagen Instituteof NeuroCreativityAuthors: Valgeirsdóttir, D. (Intern), Onarheim, B. (Intern)Number of pages: 8Publication date: 2015 Host publication informationTitle of host publication: Proceedings of the Third International Conference on Design CreativityPublisher: Design SocietyISBN (Print): 9781904670605Main Research Area: Technical/natural sciencesConference: 3rd International Conference on Design Creativity , Bangalore, India, 12/01/2015 - 12/01/2015Design creativity, Creativity assessment, Consensual assessment technique, CAT, Creativity, Aesthetic appeal,Purchasability, Product assessment Bibliographical noteThe Third International Conference on Design Creativity (3rd ICDC). 2015Source: PublicationPreSubmissionSource-ID: 123924088Publication: Research - peer-review › Article in proceedings – Annual report year: 2016 

Beyond Creativity Assessment: Comparing Methods and Identifying Consequences of Recognized Creativity

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Beyond Creativity Assessment: Comparing Methods and Identifying Consequences of Recognized Creativity

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